What I help brands build…
Product Positioning & Concept Development
Developing product ideas, flavor concepts, and positioning strategies designed to create emotional connection and market clarity.
Packaging & Visual Identity
Creating packaging systems and visual identities that communicate quickly, feel cohesive, and stand out in retail and digital environments.
Retail & Shelf Presence
Designing products with merchandising, giftability, and real-world shelf impact in mind to strengthen consumer attention and sell-through.
Brand Storytelling & Launch Strategy
Translating products into compelling narratives, launch concepts, and customer experiences that build recognition and loyalty.
Merchandising & Consumer Experience
Supporting products through display concepts, campaign visuals, photography direction, and customer-facing brand experiences.
Designing Products People Reach For
From packaging systems to shelf presence, I help consumer brands create products that feel distinctive, gift-able, and impossible to ignore.
Packaging should communicate what a product is, who it’s for, and why it deserves attention within seconds.
Great packaging doesn’t just hold a product — it shapes how people experience it. From product design and visual identity to merchandising systems, gifting concepts, and customer interaction, I create cohesive brand ecosystems that transform individual products into complete experiences people remember, share, and emotionally connect with.
Past Projects
Consumable Packaging &
Retail Displayer Design
A complete product and merchandising system designed to transform a simple consumable product into an immersive retail experience. While at my last company, I contributed to the development of reimagining packaging not as a standalone item, but as part of a cohesive brand ecosystem built to increase shelf visibility, strengthen storytelling, and encourage customer interaction at the point of sale.
The work included the development of a unified visual identity across multiple flavor SKUs, balancing appetite appeal, giftability, and strong retail presence while maintaining a consistent and recognizable brand language.
Beyond the packaging itself, I designed a custom retail display system that elevated product presentation while improving merchandising efficiency for retailers. The vertical displayer was created to maximize visibility within a compact footprint, encourage impulse purchasing, and visually communicate the breadth of the product line in a clean, approachable way.
This project reflects my approach to product design as a complete customer experience: combining packaging, merchandising, retail strategy, visual storytelling, and experiential thinking into one cohesive system designed to perform both emotionally and commercially.
A product and packaging concept developed to transform an everyday sustainable item into a visually engaging, giftable lifestyle accessory. This project focused on elevating reusable drinking straws beyond utility by creating a packaging system that felt playful, design-forward, and emotionally connected to entertaining, hospitality, and celebration.
The packaging was designed from the ground up as a complete retail-ready experience, including structural dieline development, visual identity application, messaging hierarchy, icon systems, and color-driven SKU differentiation. Each variation was intentionally created to feel collectible and cohesive while allowing individual patterns and palettes to stand out independently at shelf level.
A large emphasis was placed on balancing functionality with merchandising appeal. The vertical carton structure was designed to maximize retail visibility while incorporating a product-viewing window that allowed customers to immediately understand the contents and quality of the item inside. Clear visual communication around sustainability, dishwasher safety, food safety, and reusable functionality helped simplify the customer decision-making process while strengthening perceived value.
The overall creative direction positioned the product as part of a broader lifestyle experience rather than simply an eco-friendly utility item. Bright color systems, celebratory graphics, and hospitality-inspired branding helped align the product with entertaining, gifting, parties, cocktails, and shared social moments — reinforcing emotional connection through design.
This work reflects my approach to packaging as both a strategic and experiential tool: combining product design, structural packaging, visual storytelling, retail presentation, and consumer psychology into one cohesive system designed to feel memorable, approachable, and commercially effective.
Product Packaging Design
Culinary Brand Experience Design
A hospitality-focused creative direction project centered around menu design, food styling, and visual storytelling for the restaurant and winery experience. This work was developed to create a cohesive brand presentation across print collateral, plated food presentation, and photography, transforming everyday dining touchpoints into a more elevated, immersive guest experience.
The menu systems were designed with clarity, hierarchy, and atmosphere in mind, balancing readability with an editorial-inspired aesthetic that reflected the warmth and sophistication of the brand. Typography, spacing, iconography, and layout structure were intentionally crafted to guide the guest experience while reinforcing the overall visual identity of the space.
Food styling and photography direction focused on capturing the emotional side of hospitality — emphasizing texture, freshness, light, and environment to create imagery that felt aspirational yet approachable. Rather than simply documenting dishes, the creative direction positioned food and beverage as part of a broader lifestyle experience rooted in gathering, entertaining, and memorable moments.
Catalogs & Brand Collateral Design
A collection of seasonal catalogs, promotional campaigns, and branded sales materials designed to transform traditional marketing collateral into immersive brand experiences. This work combined creative direction, layout design, product storytelling, photography, and merchandising strategy to create cohesive materials that supported wholesale growth, product launches, and customer engagement across both retail and consumer-facing channels. Each piece was intentionally designed to balance emotional lifestyle storytelling with commercial clarity — reinforcing brand identity while creating visually engaging tools that encouraged connection, discovery, and sell-through.
Brand Experience & Promotional Design
A curated collection of branded event campaigns and experiential marketing materials created to transform traditional promotions into elevated hospitality experiences. From intimate wine dinners and seasonal celebrations to bridal showcases and artisan markets, each campaign blended visual storytelling, atmosphere, photography, and design to create cohesive brand worlds that encouraged discovery, connection, and lasting brand affinity.
