BAKED COLLECTION LAUNCH

Milani’s first major launch of 2026 centered on a modern relaunch of the Baked Collection; a core franchise that has defined the brand for more than 10 years. With an updated formula and renewed energy around the line, the opportunity was to build a campaign that honored legacy while pushing the visual identity forward.

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I led cross-functional teams across packaging, in-store design, video, photography, social content, digital, and a custom PR mailer. Spanning 14–16 months, the work came together as one of Milani’s largest launches to date.

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The design language leaned into the tactile warmth of terracotta - a direct nod to the collection’s Italian baking process. Ingredient storytelling and formulation benefits were thoughtfully woven throughout the consumer journey to help communicate performance with clarity. The relaunch also served as the soft introduction of Milani’s evolving rebrand.

ROLE

Creative Direction, Integrated Launch Leadership, Brand World-Building, Design System Development, Cross-Channel Storytelling, Packaging + Retail Design Direction, Go-to-Market Creative Strategy

YEAR

2025-2026