PACKAGING DESIGN

THE OPPORTUNITY:
As the private label line evolved, the packaging system that once worked began to feel outdated a decade later. With no resources for a full redesign, no agency support and limited internal time, a more thoughtful, pragmatic approach was required.

THE IDEA:
Evolve the system incrementally through small, intentional updates. Refining typography, color, hierarchy, and visual cues over time allowed the packaging to feel more modern while preserving brand equity and remaining flexible as programs continued to change.

MY ROLE:
I owned packaging end-to-end for 9+ years, from strategy and design direction through dielines, mechanicals, vendor coordination, proofing, and press checks—maintaining consistency and long-term system integrity across hundreds of SKUs.

Image of 1/2 gallon 2% milk, first iteration of design
Image of 1/2 gallon 2% milk, second iteration of design
Image of 1/2 gallon 2% milk, third iteration of design
Image of 2% milk artwork, on dieline
Image of salad dressings, second iteration of design
Image of salad dressings, first iteration of design
Image of salad dressings artwork, on dieline

The images shown below represent I wide range of products I worked on, from concept through refinement, production, and press.

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Video Work