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, I amplified what already makes it recognizable by leveraging its humor and recognizability for a contemporary and social-first audience. It made sense to create a system that transforms SPAM from a shelf-stable product into a collectible and shareable, modern-day brand experience.
SPAM had too many identities. Globally, it was embedded in everyday meals and cultural traditions. Online, it existed as a meme. In retail, it's usually reduced to a dated canned product. The disconnect here was perception, but the opportunity was to bridge cultural familiarity with social engagement and real-world activations, so the brand could feel current without losing what already makes it recognizable.
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Reframed the identity by embracing its existing presence, rather than distancing from it
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Created a campus-based activation to introduce the brand through real-world interactions and social engagement
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Designed a set of collectibles and giveaways like plush toys, stickers, merch, and gifs to extend the brand beyond the product
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Built a modernized and cohesive system that translates across physical and retail activations, social content, and packaging
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Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Adobe After Effects, Adobe Firefly
PRODUCT SYSTEM
Campaign & Social
Activation & Collectibles
