Laura Lynn Brand Refresh — Ingles Market

Brand Identity, Packaging Design, SKU Management, and Guidelines Development

I led the full-scale brand refresh for Laura Lynn, the private label brand of Ingles Markets, overseeing the redesign and rollout across 134 SKUs spanning multiple product categories. The initiative aimed to modernize the brand’s presence, improve shelf impact, and establish a more cohesive identity across all packaging and branded materials.

This extensive refresh involved close collaboration with cross-functional teams including marketing, product development, and compliance, ensuring that every design met regulatory requirements while also aligning with updated brand strategy and customer expectations.

In addition to managing the packaging overhaul, I revised and expanded the Laura Lynn Brand Identity Book, creating a comprehensive style guide that now serves as a foundational tool for future creative direction. The updated guidelines include logo usage, color palette, typography, imagery, and packaging architecture, bringing clarity and consistency to the brand across all channels.

The result was a revitalized private label brand that now resonates more strongly with Ingles' customer base, enhances visual cohesion in-store, and positions Laura Lynn for future growth and line extensions.