Client: FOOD CITY
Agency: Meaningful Works
Sr. Lead Designer & Illustrator: Luis E. Duenas
At Food City, the fresh flavors of home are always within reach — and I helped bring that promise to life. Led creative direction and asset development for the brand and its loyalty program, shaping campaigns from concept to execution across digital and print. Designed cohesive in-store signage, email marketing, promotional collateral, and point-of-purchase displays. Created a custom illustrated icon set celebrating the richness of the Latino food spectrum, reinforcing cultural relevance and brand identity.
Directed the creative strategy and execution of all custom iconography and illustrated assets for the Food City loyalty program website. Designed visually engaging, bilingual-friendly section layouts that enhanced user experience and accessibility. Collaborated closely with UX designers, developers, and marketing teams to ensure cohesive storytelling across digital touchpoints. The redesign contributed to a 25% increase in bilingual program membership.
Designed and developed all first-phase email communications for the launch of Food City’s MiClub loyalty program, establishing the visual style, tone, and structure of the campaign. Created responsive, bilingual-friendly email templates that aligned with brand standards and drove user engagement, contributing to a strong 20% open rate during the initial rollout.
Led the creative direction and development of a comprehensive, custom illustrated iconography library for Food City. Designed a cohesive visual system tailored for use across all digital platforms and print collateral, ensuring brand consistency and visual clarity. Collaborated with cross-functional teams to align icon design with brand voice, marketing goals, and accessibility standards.
Designed and authored a comprehensive Simple Guidelines to Illustrated Icon Design document to support the Food City creative team in developing consistent, brand-aligned custom icons. The guide outlined visual principles, stylistic rules, and best practices for illustration, enabling scalable icon creation across digital and print applications while maintaining visual coherence.
Conducted extensive sketch explorations to develop a cohesive set of custom illustrated icons, focusing on visual clarity, consistency, and brand alignment. Early concepting included hand-drawn and digital iterations to refine shape language, style, and narrative elements before final vectorization.
