Packaging

Packaging describes and protects the contents, but it goes way beyond that, It broadcasts and reinforces the brand. For many brands, uniformity of trade dress or packaging is appropriate and part of the brand promise. However, for a private label system of a very eclectic brand that offers myriad categories, a uniform one-size-fits-all approach just didn''t work. Some items need to be attractive and gift-able, while others are everyday, value-priced pantry items that go straight into the cabinet. A lot of what you see below is fairly recent work from Cost Plus World Market, carefully deconstructed and transformed into fresh, purpose-driven packaging that transformed the food division.

Packaging concept exploration for OKSANEN brand Kossu (short for Koskenkorva Viina), a traditional Finnish distilled beverage similar to Vodka.

- Creative Direction

- Concept Design

- Brand Mark Design

- Hand Lettering

- Pattern Artwork

- Scene Creation

World Market private label holiday gift line. There were 12 different items in the collection, which won Gold at the Vertex International Packaging Awards

- Creative Direction

- Art Direction 

- Element Creation

Gift box design concept exploration as part of a rebranding  project  for a well known Northern California winery

- Concept

- Creative Direction

- Bottle  Label Design

- Crest Design

- Crest Illustration

- Box Design

- Element Illustration

- Comp

World Market Tortilla Chip line redesign. This packaging system won a 2018 Communication Arts Award of Excellence, and was featured in the 2018 Design Annual

- Creative Direction

- Art Direction

- Digital Hand Lettering

- Image retouching

- Illustration Management

World Market Smoked Wild Alaskan Salmon system redesign

- Creative Direction

- Art Direction

illustration

- Digital Hand Lettering

- Scene Creation

Part of a larger global packaging system for a line of uniquely flavored, filled chocolate bars.

-Creative Direction

- Art Direction

- Design

- Digital Hand Lettering

- Several Illustrations

- Element Creation

An authentic french lemonade should look like it... and it does.

- Creative Direction

- Art Direction

- Element Illustration

- Digital Hand Lettering

Refreshed packaging system design for natural sparkling Juice 

- Art Direction

- Element Creation

Overhaul and refresh of a best selling World Market pantry product

- Creative Direction

- Art Direction

- Illustration

Exotic Sea Salt induced chocolates needed an equally exotic, age of discovery vibe. There were a total of 8 unique flavors.

- Creative Direction

- Design

- Illustration

- Element Creation

Premium tier packaging system for line of single origin Extra Virgin Olive Oils. The system needed to contrast with the pantry level EVOO. This design system won Gold at the 2020 Vertex International Packaging Awards

-Creative Direction

- Art Direction

- Design

- Element Creation

- Illustration

Dinnerware, Glassware, tableware, boxed set design system. One of many boded sets. Now this is where uniformity is appropriate.

- Art Direction

- Design

- Image Retouching

Use catchy, fun text to tell people what you offer.

Use catchy, fun text to tell people what you offer.

Use catchy, fun text to tell people what you offer.

Use catchy, fun text to tell people what you offer.

Use catchy, fun text to tell people what you offer.

Use catchy, fun text to tell people what you offer.

Packaging describes and protects the contents, but it goes way beyond that. It broadcasts and reinforces the brand. For many brands, uniformity of packaging is appropriate and part of the brand promise. However, for a private label brand that covers myriad categories, a uniform one-size-fits-all approach just doesn't work. Some items need to be gift-able, while others are everyday, value-priced pantry items. My packaging team carefully deconstructed the rigid universal packaging system once favored by World Market, and created purpose driven packaging that transformed the food division.

Packaging

Use catchy, fun text to tell people what you offer.