During the last month of my internship with Sterling Brands, I led an intern project with 3 other design interns and proposed a new plant-based SPAM sub-brand, which we later on presented to the Hormel Executives. We were given the challenge to develop a new shelf-stable plant-based SPAM sub-brand identity while maintaining a clear connection to the SPAM master brand in an effort to expand into new markets and meet the demands of modern consumers. I conducted market research, audits and researched consumer insights to develop the sub-brand positioning strategy & naming, while collaborating with the design team in PDP design and campaign ads. The project was later on presented to senior Hormel Foods executives as well as the SPAM team.