feel the joy

New brand creation for Overjoyed.

Overjoyed is a private label brand from Albertsons, designed to bring more joy to everyday life. Born from the belief that life is truly special when shared with loved ones, Overjoyed is all about creating moments of happiness and connection. The visual identity embodies this ethos, offering a vibrant and emotional experience that resonates with consumers. With its lively color palette, uplifting accents, and playful sparkles, Overjoyed transforms everyday moments into celebrations. The signature blue logo, indulgent photography, and unique illustration style come together in a cohesive system, inspiring consumers to elevate every occasion with a touch of joy.

As Creative Director at Sterling I designed the identity and lead the work to create the packaging system, visual style, illustration and photography including extension and adaptions and advertising campaign.