2025 Generation Next winner Ariel Muir

“Food has always been one of my passions—I love baking, cooking and trying new foods,” says Ariel Muir, graphic designer at Summer Fresh, “so a graphic design role in the CPG food industry just made sense."

Since joining the company in 2022, Muir has played a leading role in shaping how the Summer Fresh brand connects with consumers.
She led a full refresh of the company’s visual identity—modernizing packaging, digital assets and retail materials to create a cohesive look that reflects the quality and warmth at the heart of the brand. “I was able to reduce the plastic used by a significant amount while also making the products stand out on shelf and really create excitement for the category,” she says.

Muir strives to bring creativity and strategy to everything she does, balancing design innovation with brand storytelling. She loves collaborating across teams, mentoring new designers and sharing insights that keep the company’s creative direction forward-thinking. “I’m passionate about bringing bold, strategic ideas to life—designs that not only stand out visually but also connect meaningfully with consumers across the
country,” she says.

See the full list of Generation Next 2025 winner profiles.

Profiles were published in the December 2025/January 2026 issue of Canadian Grocer.