The Bench Top Innovations program at the University of Richmond challenges 16 students to create and bring to market a new product in the food and beverage industry within nine months.
For 2024, the category was salad dressings, and teams of four conducted market research tested innovative recipes and developed cohesive brand identities for their products.
A key highlight of the program is the collaboration with VCU Brandcenter, which contributes its expertise in visual branding, business planning, and go-to-market strategy. The program culminated in the "Great Bake-Off" event in November 2024, where teams pitched their dressings to a large audience, and a winner was selected for potential commercialization.
Our design process for Rumèlle began with extensive market research to identify trends and gaps in the salad dressing industry, focusing on creating a product that would stand out both in flavor and branding.
We then brainstormed a range of concepts, testing various ingredient combinations to develop a unique and refined recipe. Once the flavor profile was finalized, we collaborated with VCU Brandcenter students to craft a visual identity that reflected the elegance and cultural inspiration behind Rumèlle.
This included designing a sleek logo, sophisticated packaging, and marketing materials that highlighted the product’s French and Middle Eastern influences. Every step of the process, from initial sketches to final prototypes, was guided by feedback and iterative refinement to ensure the product was cohesive, marketable, and innovative
Creative board
Final design
THE GREAT BAKE-OFF
THE GREAT BAKE-OFF
The Great Bake Off offers an unparalleled experience, attracting over 300 attendees from the Richmond area. We collaborate with the University of Richmond's admissions and catering departments to organize the event. The tasting lasted for two hours before the pitch, during which we served a steak and pomegranate dish that pairs well with our unique dressing, as well as a French charcuterie board. We also set up displays featuring our product bottles. Below, you’ll see our pitch deck elements, which were created through collaboration with VCU BrandCenter. I was selected to be our team's creative lead, meaning I had the opportunity to work firsthand with our BrandCenter team.
For our pitch, we presented our product Rumèlle, an elegant yet approachable brand with a twist on a classic French Vinaigrette combining flavors from both Middle Eastern and French Cultures to create something beautiful on both the inside and the out. See our full pitch below.
