Strategic Program Director
Custom Merchandise Collection
Let me tell you
about this project
Challenge
Stuckey's, a once-iconic roadside stop, became famous during the golden age of American road trips, offering travelers snacks, souvenirs, and a sense of nostalgia. The brand was known for its pecan-based treats and distinctive blue-roofed stores, which became a beloved staple along highways across the country.
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By the time Stephanie Stuckey, the founder’s granddaughter, took over the company in recent years, the brand had diminished significantly and was in need of a revival.
Stephanie’s mission was to breathe new life into the beloved road trip stop by focusing on the nostalgia and charm that once made Stuckey’s special, while also modernizing the brand to appeal to today’s travelers. One key area of focus was the souvenirs—the keepsakes that helped Stuckey’s stand out in the first place. There was a clear need for fresh, thoughtfully designed products that not only evoked the brand’s rich history but also resonated with a new generation of travelers seeking unique and memorable items.
By updating the product line with modern takes on retro designs, and creating souvenirs that balanced old-school charm with current trends, Stuckey’s could once again become a must-stop destination for road trippers looking for a slice of Americana.
Key Results
Personally conceptualized and designed 42 new custom products
Created 26 unique vector graphics
Designed detailed 26-page purchaser catalog
Restored significant nostalgia to the end-user’s experience with the brand
Highlights
Detailed Catalog
26-page catalog mindfully designed by Sarah-Marie featuring nearly 100 custom products.
Brand Knowledge
Significant attention to detail of function and the brand’s rich history.
Unique Partnerships
Over 75 custom products were designed by my top preferred suppliers utilizing the 26 unique vector graphics I designed for the brand.
Brand Loyalty
Building brand loyalty through generational storytelling with merchandise as the conversation starter!
Form Function
Fan Favorite
Mixing form, function, and fan-favorite imagery reminiscent of the brand’s rich history and ties to the great American road trip.
Mixing Wants + Needs
Focusing equally on the shopper’s current needs at time of purchase, and on the creative potential of the brand elements and product silhouette.
Creating Experiences
Strategic consideration of the end-user’s experience at point of purchase, and avenues to further establish brand recognition.
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Approach
After discovering Stephanie Stuckey’s story, I was drawn to the brand’s sense of nostalgia, familial pride, and genuine American spirit. I conducted thorough research into its history, current state, and Stephanie’s vision for its future. Drawing inspiration from vintage photographs, online anecdotes, and informal interviews, I created 26 unique vector graphics that blended the brand’s history with a modern "retro" aesthetic.
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In total, I conceptualized and designed 42 products, while over 75 additional products were crafted by trusted supplier partners based on brand guidelines I developed. The collection of 100 distinct and thoughtfully designed products was showcased in a 26-page catalog I personally designed, featuring callout boxes that highlighted the attention to detail in each product.