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.

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…

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…

Our brains are amazing, but they can be fuzzy when it comes to brand recall. Why? Our brains break down images into elements like color, shape, and words.

It’s the shelf lip! That little raised edge on retail shelves is a necessary evil. It keeps product from falling off but can also mean crucial parts of your packaging- like flavor or key benefits
could be totally covered at the point of purchase.

Having spent the majority of my career designing for big CPG, I’d say I’ve got a classical training in branding. You’d think doing the same thing for 20 yrs would be boring. But I find myself still learning. Looking at how emerging brands swing the pendulum the other way. Breaking rules and making it work!

Sharing some outtakes now that the design is out-

We often see the polished, finished product on shelf but it's a mystery as to how many rounds and iterations it took to get there. Peeling back the curtains today…

Minor Figures has a new limited-edition release that does just that! The "Minor Figures on the Run" campaign invites consumers to scan a QR code on pack, which then brings you to an interactive game of disguising Penny (the mascot), who is on the run. You might win a cash prize for doing so!