←INSERTS & PRESENTATIONS
As a heritage brand that was expanding its online presence, I made it a top priority at the Golden Steer to create an exceptional unboxing experience for our customers. We knew that to truly match the quality of our products, we needed to design boxes and inserts that would delight and impress.
SKILL SETS:
Conceptualization
Art Direction
Graphic Design
Photography
Retouching
Digital Tools:
Illustrator
Photoshop
Lightroom
The First Year of Inserts
FOLLOWING UNOFFICIAL GUIDELINES
Upon joining the Golden Steer in November 2020, I discovered that the initial inserts and labels had been designed by an outside agency, but unfortunately, they hadn't yet provided any of the necessary branded assets, such as fonts or a color palette.
As part of my design test prior to being hired, I was asked to create a label and insert for a new steak product and identify this brand language. These designs followed the established style set by the previous agency, and over the course of the following year, I continued to work within those parameters.
The one exception to this rule was the VIP signature steak box, an original creation, designed to convey the rich history and heritage of the Golden Steer while also providing a luxurious unboxing experience.
However, by the end of 2021, I took the initiative to establish a new visual language for the brand, taking the reins to develop a fresh approach that would better represent the Golden Steer.
Crafting the Visual Language
AN UPGRADED EXPERIENCE
In anticipation of the Golden Steer's national debut on Good Morning America in November of 2021, I was tasked with redesigning the insert experience for our signature steak boxes. With potentially thousands of boxes to be sent out, it was crucial that the unboxing experience was streamlined.
As the signature steak boxes were the only product at the time and provided a full dining experience in a box, I took inspiration from successful competitors such as Hello Fresh and Blue Apron. My solution was to create a step-by-step guide that walked customers through everything from defrosting to plating.
I tackled a number of design challenges along the way, including how to fit what items were included, how to provide a temperature chart for each steak cut, and how to clearly communicate the instructions. The end result was a universally praised upgrade from the original playing card inserts.
An Expanded Product Line
SETTING FUTURE GUIDELINES
In March 2022, the team revealed the reintroduced their best-selling spice blend, Sergio's Seasoning, complete with updated packaging. While this first launch also led to unique inserts for a 6x6 box, the true brand guidelines came with the launch of an all-new seasoning trio, The 308.
The set was designed to provide an immersive and luxurious unboxing experience that would leave customers in awe. To achieve this, I spearheaded the design efforts, creating a captivating cover featuring a moody sunset behind the iconic Golden Steer Steakhouse sign. This design not only set the tone for The 308 but also served as a blueprint for future insert covers.
The challenge didn't end there, though. I was tasked with designing the backside of the insert, which needed to convey critical information about the brand, the seasoning blends' flavor profiles, how to use them, and a call to action for social media. While originally the team had planned for a 4x4 booklet design, we switched the design to a 9x6 insert for ease of production.
There's Just One More Thing
MY FINAL CONTRIBUTION
In my final three months with the Golden Steer, we took the insert design to the next level, introducing a booklet format that allowed for additional information. Instead of the previous double-sided 9x6 insert, we now had four pages to work with, making the customer experience more comprehensive and engaging.
We carefully considered the layout, keeping the original design intact on the front cover while using the inner left corner to share the brand's captivating story. The right side was dedicated to providing essential product information, ensuring customers were informed about the unique seasoning blends.
But we didn't stop there. We wanted to create a truly personalized experience for our customers, so we dedicated the backside of the booklet to the operations team. Their signatures were included, adding a personal touch that the brand prides itself on.
Although I'm confident that the Golden Steer will continue to evolve and innovate, for now, this booklet serves as the visual language for the brand, offering customers an immersive and memorable experience.