Design Lidl's new savory snack for baby boomers

For this project, I developed a strategic branding concept for Lidl’s savory snacks, specifically targeting the Baby Boomer generation. Recognizing that this audience values nostalgia, health, and convenience, I created *Soakor*—a snack-and-soup pairing that revives childhood comfort foods through modern, health-conscious ingredients. The project involved deep consumer insight research, visual identity design inspired by 1950s–60s packaging, and flavor innovation rooted in Boomers’ preferences for familiar, mild, and hearty tastes. I crafted a distinct brand personality that is approachable yet sophisticated, with playful taglines like “Tear. Dip. Sip.” to guide the customer experience. Additionally, I designed in-store touchpoints, such as vintage-style pop-up displays and sampling carts, to foster emotional engagement and drive trial. This work reflects my ability to integrate market research, design thinking, and cultural empathy into a cohesive brand experience that both honors tradition and meets contemporary wellness trends.