This packaging is part of a rebranding system for a home goods and kitchenware company. The new look lightens up and modernizes the American Dream concept, removing it from a very cliché strong red, white and blue graphic style with a star that denoted the original identity. Home comfort and pride is signified with rich colors and in a softer, more neutral sense along with implied textured surfaces to bring the company into today's lifestyle aesthetic. I art directed the photoshoot to showcase a modern kitchen countertop with clean, simple dishes that exemplify warmth and put focus on the dish rack. This package is a 2014 American Package Design Award winner from Graphic Design USA Magazine.