RITAS

No one stands in front of a freezer and thinks…

They scan, grab, and move on.

Rita’s was in the middle of a brand refresh: a new logo, a bold palette, and a clearer point of view. What it didn’t have yet was a system.

It needed to show up consistently in busy retail environments where everything is competing for attention.

While working on the campaign, I kept coming back to the small sunburst detail built into the logo. Instead of adding more graphic elements, I expanded it into a flexible visual device that could scale across backgrounds, layouts, retail displays, and large-format moments without losing impact.

What started as a small detail became a part of the system that tied everything together. A recognizable backdrop that helps the brand feel consistent, whether it’s on shelf, in-store, or at scale.

Created while at We Are Alexander in collaboration with the creative team.