📍 United States

Van Holten's has been around since 1939, and their Pickle-In-A-Pouch is a fan favorite. But the digital side wasn't keeping up with the brand's personality. While I didn't develop the site, I led the art direction and creative vision for the website redesign to bring their bold, fun identity into the digital space.

THE CHALLENGE The brand is loud, playful, and has over 80 years of history behind it. The website needed to feel just as energetic as the product without looking chaotic. It also had to balance that fun factor with clear navigation and strong product visibility so people could actually find what they came for. THE APPROACH I focused on art direction and visual concepting, setting the creative tone for the redesign. The direction leaned into punchy visuals and bright color to match the brand's personality, while keeping the layout intuitive and the storytelling clear. The goal was a site that feels distinctly Van Holten's — bold and fun, but polished enough to back up a legacy brand. Note: Work shown as delivered. The live version may have been modified by the client.