When redesigning logos- especially those of legacy brands, it’s important to look at the heart of what made it distinct in the first place. Start by squinting…

Smart design tells a story faster than words. When you're standing in the baking aisle, every bag of flour starts to look the same- but the moment your eyes land on this Arrowhead Mills package a narrative unfolds.

In a crowded grocery, we scan for patterns to save mental energy. Most packaging in a category look similar. But what if you break the pattern?

On a shelf full of competitors, we saw that their tall noodle box (blue and orange single serving box) had excellent initial noticeability- 98% which is a huge win! But a closer look at the eye-tracking revealed a surprising truth: that high engagement likely signaled confusion- not successful communication.

I teamed up with Rich Moniz who specializes in eye-tracking. So we can pair data with design insight! We got some great brands who were interested in a trade:

- They get a free audit
- And we get to share the results with the community here-

The result? We all learn and grow together!

Having a kid has completely changed Halloween for me. It's a magical time, not just for them but for the entire neighborhood. Suddenly, everyone is out and about. The brownstones go all out with fog machines- the picturesque tree lined streets by day- turn into the best spooky spectacles by night!

Saw this limited-edition water bottle and loved it immediately. Perfect pairing of whimsy and function by transforming the Swell bottle into a literal crayon! Love it when simple design works so well.

Was in SEPHORA doing a design audit and stumbled on this beauty mashup- Benefit Cosmetics has a product line packaged like pantry staples. A surprising merging of two worlds! The design is a playful nod to everyday kitchen items, with each product resembling a familiar food container.

Anyone can pay for eye level. But being smart can make even the lowest shelf a WIN! The real challenge for packaging isn't just creating a great looking design. It’s also making sure it stands out from every angle- and the bottom shelf is the ultimate test!

I have a tube of Aquaphor that I see daily when I open up my vanity mirror. I ran out and went to buy a new tube but ended up second guessing at shelf- Was it Aquaphor or actually Eucerin? They looked pretty much the same…

It's a quirk of retail merchandising– when the "butt" of your packaging becomes the unexpected hero

Usually due to:
-      shelf orientation
-      limited space
-      how retailers optimize product visibility

Squinting at any oral care shelf, you'd quickly see that the oral care category is full of cool blues and clinical whites. It makes sense- as these colors signal clean and fresh. They're soothing yet connote efficacy…

Color plays an important role in brand and packaging design. Color can create a strong brand identity and enhance memory recall.

Owning a color: A branding advantage

When a brand consistently uses a color, it becomes synonymous with the brand itself

Who says toilet paper can't be fun?! Who Gives A Crap’s "Gnome on the Throne" is proof that even the most mundane of household items can be festive. Not sure what's more clever- the mix & match stackable gnomes or their copywriter.

Those days are OVER. Walked into a Mr. Mango the other day and was pleasantly surprised by their selection! Very interesting to witness what I thought would be just a trend, turn into the birth of a completely new category.

The refresh looks the same at a glance. Yes, they threw away their carafe as a distinctive asset. But honestly- when you look at the competitive set…is it really even that distinct anymore?

It's (X color) and shaped like (X shape)

Why do we describe products this way? Because our brains process shapes and colors long before text. When scanning a shelf, it’s hard to look for a brand name. It’s a lot easier to search by shape and color.

Forget what you think you know about tinned fish. This category is experiencing a glow-up, moving beyond basic pantry item to gourmet delicacy. And a huge part of that transformation lies in
the power of thoughtful packaging and branding!

Can a packaging redesign quietly signal a complete brand strategy shift? Saw Maine Crisp Co’s new look the other day…Which got me thinking about brand architecture and how a single ingredient can become a brand's greatest asset!

KIND's recent logo refresh got some snarky commentary. But look closer– it mirrors a strategic play from giants like Amazon and Walmart…