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The Charter Reserve brand of premium deli meats was in need of some new news. After extensive R&D and testing, three bold new flavors rose to the top of the list. Rather than giving them the same familiar look, the brand team asked Mackey to come up with a destination-inspired theme that would set these exciting flavors apart in the category. Custom scene illustrations paired with unique travel-inspired fonts gave these innovations a vintage travel poster feel that complements the unique flavor profiles.
Mackey directed a photo shoot that included unique deli sandwiches as well as other recipes to inspire consumers’ creativity.