Problem
Chef Pierre muffins, a product line from Sara Lee Frozen Bakery, are commonly served in K–12 schools and healthcare environments. However, the brand needed a refreshed identity and packaging system that would better appeal to younger audiences and stand out in a crowded foodservice market.

Solution
The updated design direction focused on creating a playful and distinctive look while honoring the brand’s heritage. A muffin-shaped wordmark featuring a chef’s hat and mustache evokes a friendly and nostalgic character. Oversized fruit illustrations, inspired by the whimsical feel of James and the Giant Peach, add warmth and visual interest. A textured whole grain element was also incorporated to reinforce the product’s wholesome qualities. Together, these design choices help position Chef Pierre muffins as both fun and nourishing which makes them more engaging for kids and more appealing to foodservice decision-makers.