LUNCHLY SAMMIES · Case Study

LUNCHLY SAMMIES

PRIME Hydration product campaign

Overview

In 2026, Lunchly expanded into a brand-new product category with the launch of "Lil' Sammies"—a line of crustless sandwiches packed with 13g of protein, outperforming key category competitors. Serving as Executive Creative Director, I led our in-house team through the end-to-end design and launch, bringing a completely new offering to life from package design to full-spectrum digital and retail rollouts.

PRIME bottles on ice
PRIME bottles on ice

The Challenge

Entering a crowded category dominated by traditional legacy brands meant Lil' Sammies needed to command instant attention on retail shelves. The design required a careful balance: clearly communicating superior "better-for-you" nutritional benefits—specifically the higher protein content—without losing the irreverent, high-energy fun that defines the Lunchly brand. The visual identity had to break category conventions while driving immediate appetite appeal.

PRIME flavor lineup

The Approach

I directed our multidisciplinary team to build a fresh, high-impact brand system designed to resonate across generations:


  • Package & Product Design / Established a vivid graphic architecture that highlighted functional benefits like "13g Protein" using high-visibility typography, while weaving in dynamic product imagery and playful brand elements.


  • 3D Renders & Content Production / Led CG and motion designers in modeling photorealistic 3D package assets and appetizing tabletop visuals, building a high-impact asset library for launch campaigns.


  • Omnichannel Rollout / Directed digital designers, print production specialists, and project managers to deploy cohesive Point of Sale (POS) displays, retail merchandising, and dynamic social media content.

PRIME product bottles
PRIME bottle campaign

The Result

The launch delivered a fresh, category-disrupting design language that set a new standard for crustless sandwiches. By blending functional nutrition messaging with Lunchly’s signature energy, the Lil' Sammies identity captured the attention of Gen Z and Gen Alpha consumers while earning trust from purchasing parents—driving a successful portfolio expansion from day one.