PACKAGING DESIGN

The Package That Built the Category Leader.

Every dominant brand starts somewhere. For Grizzly Long Cut, it started with the package.

I created the original visual identity and packaging design that gave Grizzly its distinctive shelf presence — a look that was direct, confident, and impossible to miss. What followed was a brand that captured 31.1% market share and became the leading moist smokeless tobacco brand in the United States, generating nearly 7% of Reynolds American's annual revenue.

The foundation was right from day one.

In a Crowded Category, Premium Has to Be Undeniable.

The CBD market had become a sea of sameness — similar products, similar claims, similar shelves. Chill needed to stand apart without saying a word.

I developed a packaging system that combined foil stamping, shrink-sleeve technology, and premium labeling to create something that felt genuinely luxurious at first touch. The design did what premium packaging is supposed to do: signal quality before the customer reads a single word, and make the decision feel easy.

BEVERAGE CARAFE Design

Tersty's beverage carafe deserved packaging that felt as considered as the product itself — modern, elegant, and built around the idea of temperature-perfect simplicity.

For the outer package, I designed a swiss styled modern solution that paired a gloss-finished outer sleeve with a raw corrugated structure — achieving genuine shelf presence and high perceived value without the cost of a fully custom package. The best packaging decisions solve two problems at once: how it looks and what it costs to produce.

I also created the Tersty Classic portable carafe - visually fusing an elegant stainless steel carafe and a designer handbag. I created all the industrial design work myself for our client.

The Package Became the Product Advantage.

Prestone had strong brand equity and packaging that was blending into the shelf. The redesign needed to fix both problems — visibility and usability — without losing what made the brand recognizable.

I pioneered a full-body shrink-sleeve application on a technically challenging bottle design and incorporated a self-pouring structure that made the product genuinely easier to use. The result was packaging that commanded attention at retail, communicated the brand's premium positioning, and gave consumers a functional reason to reach for it over the competition.

When the package works this hard, it stops being a container and starts being a competitive advantage.

When You Have a Legend on the Shelf, Use Him.

Entering a crowded category with a new product requires instant credibility. Jimmy Dean had something most beef jerky brands could never buy: a face people already trusted.

I developed the packaging design around the reintroduction of Jimmy Dean himself — bringing the founder back to the shelf at the moment the brand needed him most. The result was a package that felt instantly familiar, authentically differentiated, and backed by decades of consumer goodwill.

In a sea of anonymous jerky bags, a legend stands out.

Southern Flavor Isn't a Claim. It's a Heritage.

LaMont's had the product and the story — real Southern roots, real quality, real flavor. What it needed was a brand identity that made all of that unmistakable at the shelf.

I created the brand strategy, identity, and packaging system that translated LaMont's heritage into a retail presence as authentic as the product inside. The kind of design that doesn't just attract attention — it earns trust before the first bite.

Fresh Doesn't Just Taste Like Something. It Looks Like Something.

Sheffield Farms had genuine agricultural heritage and packaging that wasn't telling the story. Consumers buying milk and eggs want to feel the connection to where their food comes from — and the package is where that connection either happens or doesn't.

I created the "Fresh from the Farm" packaging strategy, developing milk and egg systems that translated Sheffield's heritage into a retail experience that felt as honest as the product itself. Freshness, quality, and authenticity — visible before the carton ever opens.

Protection Is the Product. The Package Has to Prove It.

Sunscreen is a category built on trust — consumers are choosing something they're putting on their skin, often on their kids. The packaging has to communicate protection, confidence, and credibility before anyone reads the label.

I designed the Sun Armor packaging system, translating performance and protection benefits into a visual identity that stood out at shelf and gave consumers an immediate reason to believe in what was inside.

When Art History Became Brand Strategy

Private label housewares live and die by perceived value, and most look exactly like what they are: safe, generic, forgettable. The opportunity here was unexpected — that the timeless visual language of historical art movements could be applied to products people reach for every day.

I built a design strategy rooted in heritage-inspired aesthetics, using the discipline of composition, color, and craft from art history to turn a commodity portfolio into something that felt considered, distinctive, and worth owning. The result: private label that didn't read as private label, and a shelf presence that gave shoppers a reason to choose it over the name brands beside it.

From Concept to Walmart Shelf. In One Season.

No client. No brief. No safety net.

I conceived, funded, designed, manufactured, and sold a proprietary holiday product line directly into Walmart — a themed "Santa's Workshop" sticker and storytelling system that transformed ordinary gifts into immersive Christmas experiences. Walmart sold out in seven days.

Sometimes the best way to prove you can build a brand is to build one yourself.

Tech Design Meets Industrial Strength

Klean Strip developed a next-generation line of solvents, degreasers, and strippers built on genuinely improved technology — and needed packaging that could prove it. We created a bold, tech-forward visual identity for the new Professional Grade line, a look never before seen in this category, signaling performance and innovation on shelf in an industry defined by generic, utilitarian design. The result positioned Klean Strip as a modern, forward-thinking leader in a space that hadn't evolved in decades.

A Packaging System Built for Retail and the Jobsite

Redesigned the complete Hunter Fan packaging system across 250+ SKUs, creating a unified line — the Prestige Collection / Builder Select — engineered to serve both residential customers and home builders within a single, cohesive brand identity. The project also included developing a new line targeted at a younger, urban, modern audience, expanding the brand's reach beyond its traditional customer base. The scope spanned full-scale photography and retouching to ensure every box reflected the quality and craftsmanship inside.

Less Dirt, More Bloom: Reimagining Miracle-Gro's Shelf Story

Miracle-Gro wanted a design upgrade that put the payoff front and center — vibrant flowers and vegetables — instead of the soil itself, moving away from the dirt-heavy imagery of the previous packaging. We shifted the visual focus to the results customers actually care about, paired with clear, benefit-driven copy right on pack to educate shoppers on exactly why the product justified its price. The redesign turned every package into a small sales pitch, making the value proposition impossible to miss at shelf.