ROBERTO AVILA | PORTFOLIO

NEW PRODUCT DEVELOPMENT

TO NOURISH IS TO FLOURISH™

Roberto was tasked to develop, design and launch a new line of warm veggie bowls under the new Nourish Bowls™ brand. The positioning was simple: a delicious single-serve warm meal with fresh veggies, grain & sauce ready in 3-4 minutes.

Based on consumer research and a targeted demographic, and with the assistance of professional chefs, the new line came to fruition in April 2016 in the US market-place to much acclaim, and later Canada. Winner of PMA, CPMA’s Best New Product and as well Progressive Grocer’s Category Captain and Editor’s Choice.

Mann Packing’s Nourish Bowls created a new category within specialty vegetables and proved to be Mann’s most successful new product launch in its 78 year history.www.nourishbowls.com

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EVOO MONOVARIETALS

Much like wine, extra virgin olive oils can be paired with veggies or specific meat protein to provide the best taste experience.

Roberto developed & designed a line of three unique Star EVOOs for pairing for the US market. This was the first time in the US that EVOOs were positioned as a pairing olive oil.

These premium EVOOs gained acceptances at key top US retailers due to their unique positioning.

SINGLE CUT™ BETTER LEAF LETTUCES

Mann Packing’s house of brands consists of a retail whole leaf line under the brand name Fresh Leaf Farms.

Previously it was positioned as a Simply Single line. Roberto took on the challenge of not only redesigning this retail line, but give it product improvements that would differentiate it from current branded and private label whole leaf offerings.

The successful redesign increased retail distribution with US and Canadian customers with an 18-day shelf life with a superior quality product and packaging, with increased velocity as compared with the its previous skus and competitors.

Before Redesign

100% Recycled Carton60% Post-Consumer

Material

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Certified organicby CCOF

BUnbleached

Teabag

ORGANIC TEAS WITH TASTE

Good Earth wanted to make an entry into the fast growing organic segment, by introducing 12 USDA certified organic teas to the health & natural and grocery trade. They commissioned the talented illustrator Cathie Bleck to create 12 unique illustrations to complement the simple and elegant designs done in collaboration with Pentagram Design.

Under the new product development and creative direction of Roberto Avila, the Good Earth organic teas’ introduction was the most successful organic tea entry in the marketplace in 2007. On a brand average unit SPP, Good Earth is among the top 10 organic teas, according to SPINS data.

PACKAGING

OLIVES IN A DOY BAG

Olives are a great snack, but unfortunately not so when they are packaged in glass containers. Enter doy bag technology with non-brine olives that are convenient and ready to go for a perfect snacking solution.

Roberto worked closed with the European R&D team to develop this new technology that allowed olive fans to take their favorite snack with them, anywhere.

ORGANIC TEAS FOR BRITS

Good Earth Teas expanded its organic range of teas to be distributed and sold in the UK. With Roberto’s collaboration, the Good Earth organic teas package UKredesign incorporated a fresher look and detail information tailored toward the European consumer. This has allowed Good Earth to reach a broader audience for its brand and products.

SPECIALLY TASTY TEAS

Good Earth Teas initially introduce their line of specialty teas to the health & natural trade in the 1980’s. Currently in the top 10 specialty tea companies in the US, Good Earth was long due for a brand redesign.

Good Earth in house design & marketing dept., under the leadership of Roberto Avila, undertook the redesign of over 60 skus + all the pertinent components.A new brand architecture was developed that emphasized the natural and soothing nature of the product, along with all the required pack copy. The whole line was divided visually by segment, each with its own unique illustration.

As featured in

Before

Redesign

ETHNIC TEAS

Tetley, the #2 largest tea company in the world, with operations in 40 countries was interested in introducing a line of ethnic teas for Indian retailers in the US.

Under the strict Tetley brand guidelines, Roberto Avila designed the ethnic line to adhere to well known and established Tetley brand equities. The Tetley logo and blue pack color was kept consistent with their retail line, to give these items a cohesive brand identity.

With flavors available in two count packs, 72ct. and a 10ct. trial size, these teas have been very well received by ethnic retailers across the US.

GOOD EARTH READY TO DRINK

Ready to Drink (RTD) represents 75% of the total US tea market and growing at double digits year on year. Good Earth was poised to enter this growing segment and to capitalize on the success of its tea bag offerings.

The chosen format was a family size 64oz PETE bottle with a wrap around label, to be sold initially at the club trade. For the design of the label, Roberto Avila took upon the brand equities from Good Earth’s tea bag product and applied it to the RTD format. This emphasized the brand’s heritage and increase its recognition amongst the loyal Good Earth consumers.

Club pack

PREMIUM GIFT TEAS

Directed toward the gift market, Good Earth wanted to introduce their line of organic teas in a premium package to be sold to premium gourmet retailers.

The tin caddy offered a premium look and feel to the tea bag offering and allowed the consumer to keep the caddy, long after the product was consumed. The brand visibility and exposure would increase as it sits in the kitchen or workplace.

Roberto Avila designed the wrap around label featuring the illustration by renowned illustrator Cathie Bleck. The colors were kept to a minimum to appeal to the premium shopper, whilst communicating that this was an organic product, certified by the USDA.

EXHIBIT DESIGN

GOOD EARTH TRADE SHOW BOOTH

With required annual attendance at health & natural trade shows, Good Earth was in need of a new trade booth to feature their organic line of teas.

Working with a local trade booth manufacturer, Roberto Avila designed the new booth to feature and display the new organic packs to the natural trade. The booth features branded modular panels, configured to 10 x 20’ with overhead focal lighting. Graphics were mounted to the back panels displaying illustrations and pack images. Three counters with storage were designed to display and serve hot tea. Shelving units display the organic packs mimicking a retail setting.

Good Earth’s organic trade show booth has been displayed and seen by thousands of health & natural show attendees and customers.

Digital study

PRESIDENTIAL DEBATE EXHIBIT IN ST. LOUIS, 2004

President George W. Bush debated Sen. John Kerry Oct. 8, 2004, during a nationally televised town-hall forum from Washington University in St. Louis.

The Flag Center was invited to present an exhibit “The Flag & America’s Presidential Campaigns” consisting of 16 “Old Glory” American Flags in the university’s media center. Roberto coordi-nated the exhibit, from initial design to set up.

The media filing center, which included “spin alley,” was set up in the Recreational Gymnasium of the Athletic Complex. The 18 rows of tables running the width of the gym had internet access and telephones, and were accompanied by more than 50 televisions. More than 1,500 journalists from across the globe traveled to WUSTL to cover the Oct. 8 presidential debate, and the event was viewed by 47 million people. http://tiny.cc/9fyzmy

As seen on

SF PRESIDIO FLAG EXHIBIT, 2003

An unprecedented exhibition of more than 120 flags, quilts and flag-related memorabilia from three of the most important private collections in the world opened Memorial Day in San Francisco’s Presidio. On view in 2003, “The American Flag: Two Centuries of Concord and Conflict” presented two hundred years of U.S. history as illustrated through the evolution of the nation’s most recognizable symbol.

This exhibit marked only the third time in U.S. history that the American flag has been exhibited using original flags to tell the story of the country’s history.Attracting more than 25,000 visitors to The Presidio Officers’ Club since Memorial Day of 2003, the exhibit was extended to a full year by popular demand.

Roberto coordinated the exhibit design of the 5 galleries, along with all the printed materi-als, including posters, banners, labels, street signage and presentations.http://tiny.cc/sdyzmy

A GRAPHIC HISTORY OF THE AMERICAN FLAG EXHIBIT, 2008

From Civil War-era flags and Native American moccasins to political campaign but-tons and original flag art, “Long May She Wave: A Graphic History of the American Flag” assembled thousands of American flag-related objects and artifacts from the private collection of Kit Hinrichs, one of the world’s leading graphic designers and a partner in the international design firm, Pentagram. Together, the range of objects and memorabilia presented comprise their own genre of folk art and are a unique part of American heritage.

Roberto assisted Kit in supplying the major American flag images and graphics for the exhibit at the Nevada Museum of Art in Reno, in anticipation of the 2008 Presidential election. http://tiny.cc/6wyzmy

N O N - P R O F I T O R G A N I Z AT I O N

U. S . P O S TAG E PA I D

P E R M I T # 1 1 5 R E N O, N V

LONG MAY SHE WAVE:

A GRAPHIC HISTORY OF THE AMERICAN FLAG

AN EXHIBITION PRESENTED IN ANTICIPATION OF

THE 2008 PRESIDENTIAL ELECTION.

DONALD W. REYNOLDS CENTER FOR THE V ISUAL ARTS / E. L . W IEGAND GALLERY

160 WEST L IBERT Y STREET / RENO, NE VADA 89501

Hinrichs’ Family Heirloom Flag / Nevada 36-Star Flag

N O N - P R O F I T O R G A N I Z AT I O N

U. S . P O S TAG E PA I D

P E R M I T # 1 1 5 R E N O, N V

LONG MAY SHE WAVE:

A GRAPHIC HISTORY OF THE AMERICAN FLAG

AN EXHIBITION PRESENTED IN ANTICIPATION OF

THE 2008 PRESIDENTIAL ELECTION.

DONALD W. REYNOLDS CENTER FOR THE V ISUAL ARTS / E. L . W IEGAND GALLERY

160 WEST L IBERT Y STREET / RENO, NE VADA 89501

Hinrichs’ Family Heirloom Flag / Nevada 36-Star Flag

PRINT PUBLICATION

THE AMERICAN FLAG BOOK

Roberto Avila designed the award-winning144-page table top hardcover book, The American Flag: Two Centuries of Concord & Conflict, depicting the history of the United States through the graphical representation of its flag. Only twice in the last century has anyone attempted to assemble the true art of “Old Glory” in a presentation that actually uses the flags themselves as artistic expressions.

Working with Kit Hinrichs from Pentagram, Roberto designed this book which shows the variety of US flag designs, since its inception to the present time. Worked with two flag history experts on the copy and all the images to insure accurate depiction of all historical artifacts.

Some of the most impressive layouts include original 13-star flags, Lincoln’s funeral flag, JFK Presidential limousine flag, South Tower flag recovered from the WTC after 9-11, amongst many others. http://tiny.cc/zpyzmy

ONLINE

MANN’S VEGGIES MADE EASY WEBSITE

Mann Packing went through a major corporate marketing revamp in 2017, from the corporate brand identity to collateral materials and finally a new website. Roberto assisted the corporate marketing team with their redesigned online identity. www.veggiesmadeeasy.com

Before Redesign

UK WEBSITE

Roberto Avila collaborated with the UK Good Earth team for its website design, whilst promoting the US brand of organic teas in Europe (no longer an active site.)

WEBSITE

Roberto Avila has used his extensive creative direction in website design, from non-profit organizations to top manufacturers, ranging from informational sites to e-commerce sites with shopping carts enabled. www.fizzyfruit.com

IDENTITIES

BRAND IDENTITIES

Roberto Avila has been engaged in the development, design and launch of multiple brand identities ranging from CPG to non-profit organizations.

bella vitaC h i l d a n d F a m i l y d e v e l o p m e n t C e n t e r

INDUSTRIAL DESIGN

A HIGHER FORM OF TOOLS

Zircon specializes in electronic tools with its patented technologies. Zircon intro-duced the original electronic stud finder, the StudSensor™ more than 25 years ago. Today, Zircon continually strives to improve upon that original patented technology to make tools that are highly advanced, yet easy to use. Roberto designed a series of Zircon hand tools that utilized a common design language and were accessible to both contractors and weekend warriors.www.zircon.com

AQUA 5 BEVERAGE CONTAINER REDESIGN

Igloo has built its name as the most recognized brand in coolers since originat-ing the category in 1947. Research shows that consumers regard Igloo as the most popular cooler line in the U.S. For everyone, Igloo means quality and durability. So much so that three in every four U.S. households own at least one Igloo cooler!

Roberto took upon the redesign of Igloo’s popular 5 gallon cooler, developed in the 1940s to address the needs of workers in the oil fields. The redesign took a new spill proof spigot and a angled front to allow to dispense the last drops. A wrap-around handle allowed easier pick up and transport of the cooler.www.igloocoolers.com

JUICE FOR HUMANS

Prior to its sale to the Coca Cola company, Odwalla was a small west coast brand of juices. Odwalla approached Roberto Avila with a wish to have a proprietary plastic bottle for their complete line of juices.

Roberto Avila did the industrial design for the Odwalla bottle to make it hand friendly to an array of different hand sizes, across generations of consumers.The proprietary design features a colorful label, a wide cap with the Odwalla logo embossed and a debossed sun in all four sides. The plastic bottle is made out of recyclable HDPE.

The company’s success in the market place, and especially in the natural trade, gave way to the Coca Cola acquisition in 2001.www.odwalla.com

ROBERTO AVILAcreative | design | marketing

California, USAPhone: 408.540.8256 • Email: robertopavila@gmail.com