Sunday started as a DTC-native brand shipping custom lawn fertilizers (in 1250 mL stand up pouches) directly to the customers door: the right product, delivered at the right time. When Sunday launched at Walmart in 2020, the same stand up pouch format created issues. It was unclear what the product was and how to use it, it didn't sit well on the shelf, and the need for a cardboard outer case positioned the product in a loosing battle with outdoor placement.

For this reason, I led a team to completely transform the retail lineup. We created a new brand language from scratch and embarked on a custom bottle design project. The result: doubling on-shelf velocities across all retailers (Home Depot/Ace/Walmart/Target).