PAULA FALAVIGNA
creative director

Led the development of new design principles and architecture for sub-branded products, creating a clear and easy-to-understand brand pillar system to support both current and future offerings. Explored strategic approaches to brand architecture that enable the portfolio to grow, allowing for the integration of core products alongside new sub-brand innovations. This included the introduction of a benefit-driven packaging system for RXBAR Layers that retains key brand assets to ensure consumer recognition while establishing a new visual language that emphasizes flavor.