PC @ Home

At Joseph Mimran and Associates, I was part of the exclusive product development team for PC at Home and Life at Home, creating assortments for Loblaws, Real Canadian Superstore, and No Frills across Canada.

I contributed to categories including Patio, BBQ, Food Storage, and Seasonal programs, but developed particular expertise in the cooking portfolio. This became a core focus of my work, where I specialized in designing and developing products that combined functionality, durability, and strong consumer appeal.

Baking

I have always loved to bake, and that passion translated directly into the products I designed. Our goal was to create tools that helped home bakers achieve centerpiece-worthy results with just a few simple steps.

The best designs in this category empowered customers to elevate their baking effortlessly, blending creativity, function, and delight.

A highlight of my time there was the cookie tree I designed, which was featured on the Christmas issue of Chatelaine. The product became a massive hit, selling out nationwide within two weeks, well before the holiday season.

Hydration

I was tasked with revitalizing the hydration program for PC, competing against Brita’s 95% market share.

With our in-house designer, we reimagined the pitcher line with cleaner forms and improved functionality, introducing a pour-through lid and a compact model for small urban fridges.

We also added a date tracker to the lid, a simple yet effective feature that encouraged consistent use and repeat purchases.

The strong performance of the program earned a national TV campaign, which was an uncommon investment for hard goods at Loblaws.

The ad spotlighted the sustainability of refillable water pitchers, driving brand visibility and consumer awareness well beyond the shelf. By linking design innovation with a compelling sustainability message, the campaign amplified sales and positioned PC as a credible challenger to Brita.