SERVING SPAM WITH A BOLD NEW FLAVOR

SPAM is a global icon with deep cultural roots in regions like Asia, yet its U.S. image remains stuck between nostalgia and novelty. Instead of a complete rebrand, this project reframes its existing energy by leveraging its humor and recognizability for a contemporary and social-first audience. I wanted to create a system that transforms SPAM from a shelf stable product into a collectible/shareable brand experience.

Lead Designer

Visual direction

Campaign concept

Graphic design

Layout & typography

Marketing asset creation
SPAM has too many identities. Globally, it’s embedded in everyday meals and cultural traditions. Online, it exists as a meme. In retail, it’s often reduced to a dated canned product; the disconnect is perception. The opportunity is to bridge cultural familiarity with contemporary interaction so SPAM can feel current without losing what makes it recognizable.
Reframed the identity by embracing their existing presence, rather than distancing from it

Created a campus-based activation to introduce the brand through real-world interactions and social engagement

Designed a set of collectibles and giveaways (plush toys, stickers, merch) to extend the brand beyond the product

Built a system that translates across physical experiences, social content, and brand touchpoints
Adobe Illustrator, Adobe Photoshop, Adobe InDesign