As Design Manager for Good Measure™ – a startup CPG brand housed within General Mills’ venture studio – I led the creative vision and packaging ecosystem to pioneer a new category of blood sugar-friendly foods. Tasked with establishing Good Measure as the definitive market leader for blood sugar-mindful consumers, I steered a comprehensive brand and packaging overhaul that fundamentally resolved a critical market visibility challenge.

Previously, the brand struggled with recognition because functional claims overshadowed the logo. Directing cross-functional stakeholders, agency partners, and consumer testing, I restructured the brand architecture to prioritize the proprietary brand equity while anchoring the “Blood Sugar-Friendly” claim as a secondary powerhouse driver. By spearheading a vibrant blue color palette, elevated logo hierarchy, and an intuitive macronutrient design corridor, the new packaging ecosystem dramatically simplified the shopper experience.

This strategic leadership directly transformed the brand’s market trajectory: testing showed exponentially improved shelf presence, a packaging redesign that doubled on-shelf brand recognition, a 100% increase in overall brand awareness, and a 22% surge in in-store growth. This project stands as a testament to my ability to translate ambiguous startup challenges into high-performing, scalable design systems that drive measurable commercial success.