Brand Refresh

Since its inception, Becel has always been associated with heart health. But that focus came at the expense of cultural relevance, particularly among younger audiences.

The new visual identity and creative direction shift away from polished perfection toward food — and life — as it really is: textured, human, and a little messy. From typography and colour to photography and composition, every element of the system was designed to feel warmer, more honest, and perfectly imperfect.

Roles:
Art Director, Design Lead (Branding, Product Launches, Food Photography, OOH + Print, Email Campaigns)