Oster had worked itself into a very templated, almost generic, visual graphics language, and we were asked to breathe new life into things, using the light equity held by the logo and the color blue, to strengthen the presence of in-store media. Toolkits and guidelines for all other media followed in a second project, with this work representing Phase 1. The richness of color and visuals, coupled with new ways to consider recipe & the role of the "ingredients" in imagery, allowed the design to work well globally, especially in LATAM, where Oster dominates the market. Prior to this revitalization work, the region had always had its own look, so the new direction aided in global brand consistency, while being managed centrally from one team