My Essentials is Delhaize America's value brand, which was launched in early 2011. This project was a great combination of across-the-board brand design from scratch and creative direction for the brand's implementation, which encompasses several hundred items. I really loved this project - I got to design the logo, packaging layout, typography, and develop the photographic style of the brand. I provided creative direction for a gang of freelancers as we pushed this design out across hundreds of items with multiple packaging styles and printing processes. The only initial boundaries of the project were to follow the lead of European supermarket chains which were using predominantly white designs at the time for this type of brand.