Building a scalable design system for a major category expansion.

Vittoria's Instant Coffee launch represented one of the brand's most significant portfolio extensions, requiring a cohesive packaging architecture capable of spanning multiple blends, formats and retail environments.

As Creative Lead, I developed the strategic design framework for the range, creating a scalable visual system that balanced category navigation with premium brand cues. Working closely with marketing, innovation, suppliers and production teams, I directed the creative process from concept through to implementation, ensuring consistency across every touchpoint.

The result was a unified portfolio of products successfully launched into Coles, Woolworths and IGA, strengthening Vittoria's presence in a highly competitive FMCG category and supporting future range expansion.