Sport Beans Redesign

Led the Sport Beans rebrand for Jelly Belly, elevating shelf presence in a crowded energy category. Combined bold visual updates with functional packaging improvements, including resealable pouches and premium finishes. Directed cross-functional teams across packaging, marketing and apparel to deliver a cohesive launch. The redesign drove market share growth and is currently still in market 15+ years later.

photo credit: Brian Hodes