Gibs Food LLC tasked Haugaard with designing brand logos and packaging for a new line of Aunt Carol's Potato Salad, focusing on the tub label and lid. The goal was to create a brand identity and package label that would successfully launch Aunt Carol’s Potato Salad into the market, with the single most important idea being “Convenient Homemade Taste”. We began by establishing the brand identity and strategy, then moved on to concept development and finalized the selected design. The end result embodies the spirit of a picnic or family gathering, highlighting that Aunt Carol’s is a homemade recipe made with visible, quality ingredients. A key element of the brand identity is the wooden spoon featured in the logo, symbolizing the utensil used to craft the delicious potato salad.