FritoLay | Snacks.com

Agency: thelab
Role: Senior Art Director and UI Designer
Team: Andrea Palaban (Creative Director), Heidi Kwon (Design Director), Sheri Hyman (Director of UX), Jenn Seide (UX Designer), Eddie Wright (Copywriter)
Photographer: Noah Fecks

FritoLay approached TheLab to create a new website and digital ecosystem for one of their sub-brands, Snacks.com. We went through the process of re-envisioning their UX and creating a new UI system. I worked alongside our digital team to build out some of these webpages and digital systems. The approach to the new site was to make something modern and easy-to-use while also incorporating more fun, unique moments. To establish this, we re-envisioned their art direction style and created a new suite of photography assets for the launch. We worked with our photographer and styling crew to incorporate a variety of snacks in bright, colorful moments. I worked as the senior art director on our two day photoshoot in Brooklyn.

We re-envisioned Snacks.com’s art direction style and created a new suite of photography assets that highlighted fun moments with a variety of their snack products.

Two hands holding chocolate chip cookies against a blue background.
A woman with dark hair, earrings, and a beige sweater, holding a bag of Sun Chips Harvest Cheddar flavor while eating a chip, against a dark blue background.
A red bowl filled with popcorn against a red background.
Trail mix with various nuts and dried fruit spilling from a blue packet labeled Nu Nature Trail Mix.
Hand holding a bag of Cheetos Crunchy cheese-flavored snacks, with another hand reaching to grab a snack from the bag, against a purple background.

Our new photography helped bring the vision of a bold, bright digital experience to life.

A webpage advertising a snack variety pack for $22.50, featuring a large open box filled with assorted snack bags, including Lay's chips, Cheetos, Smartfood popcorn, and other snack brands, with options to customize or view recommended packs.
Online snack store website featuring various savory snacks such as chips, popcorn, pretzels, crackers, pork skins, pasta, rice, grains, veggie chips, and salsas. The main header promotes savory snacks with a purple background displaying bowls of different snacks, and there are product listings below.
Mockup of two smartphones displaying online snack store pages, one with a blue theme indicating shipped status and order details, the other with an orange theme showcasing best-selling snacks and discounts.