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.

Product and packaging strategy for consumer brands that need to stand out, make sense quickly, and feel worth buying.

From packaging systems to shelf presence, I help consumer brands create products that feel distinctive, gift-able, and impossible to ignore.

Selected work shown for portfolio purposes. All trademarks and brand assets belong to their respective owners.

Packaging should communicate what a product is, who it’s for, and why it deserves attention within seconds.

Greenwell plant-powered nutrition daily protein vanilla bean powder package with vanilla beans and vanilla-flavored shake beside it, surrounded by soybeans, powder, vanilla pods, and fern leaves.

Past Projects

A colorful tea box packaging for Enert, a plant-powered energy tea. The front features illustrations of citrus and botanical elements with the text indicating it's a green tea with adaptogens, highlighting benefits like natural energy and no crash. The side provides details on ingredients and how to prepare the tea, along with icons and text emphasizing natural energy, plant power, focus, clarity, and environmental benefits.

Consumable Packaging & Retail System Concept

A conceptual packaging system created for EnerT, a plant powered energy tea designed to bring a sense of ritual, optimism, and daily momentum to the wellness category. The project explored how bold color, botanical storytelling, and ingredient driven design could transform a functional tea product into a memorable lifestyle experience.

The packaging was developed around a highly visible retail carton structure designed to communicate benefits quickly while creating strong shelf presence. A vibrant visual language inspired by citrus, botanicals, and natural energy was used to establish clear differentiation between flavor varieties while maintaining a cohesive brand system across the collection.

Beyond the packaging itself, the concept considered how the product would function within a broader retail environment. Color architecture, merchandising hierarchy, and flavor navigation were intentionally designed to support future countertop displays, seasonal assortments, and specialty retail presentations. The goal was to create a scalable system that could grow from a single SKU into a recognizable product family.

The result is a packaging concept that balances functionality with emotion, helping consumers quickly understand the product while creating a sense of curiosity, optimism, and approachability at shelf level.

This project reflects my approach to packaging as more than a container. It is a strategic communication tool that combines branding, storytelling, merchandising, and consumer psychology to create products that are easier to discover, understand, and remember.

Packaging for a set of three stainless steel cocktail stirrers inspired by nature, featuring designs of olive branch, citrus twist, and honey bee, with information about material, dimensions, and use.

Product Packaging Design

A conceptual packaging system developed to transform a simple bar accessory into a giftable lifestyle product. This project explored how thoughtful design can elevate everyday objects by creating an emotional connection to entertaining, hospitality, and celebration.

The concept focused on a premium collection of reusable cocktail stirrers, positioned not as a utility item, but as a design-forward accessory intended to enhance the ritual of gathering. From structural packaging design to visual identity development, every element was created to communicate quality, craftsmanship, and occasion.

The packaging was designed around a vertically oriented retail carton that maximized shelf visibility while maintaining a refined, boutique aesthetic. A product-viewing window allowed customers to immediately understand the contents while reinforcing the premium nature of the collection. Material selection, typography, illustration, and messaging hierarchy were carefully considered to balance functionality with perceived value.

A key objective was to create a cohesive system that could support future product variations through color, iconography, and collectible themes. The result is a scalable packaging platform that feels equally at home in specialty retail, gift shops, hospitality environments, and curated lifestyle stores.

This concept reflects my approach to packaging as more than a container. It is a storytelling tool that shapes first impressions, communicates value, and transforms a product into an experience consumers are excited to discover, purchase, and share.

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.

A wine menu from ThornCreek Winery & Gardens listing wine offerings, flights, specialty cocktails, beers, and soft drinks with prices and descriptions.

Menu for Thorn Creek Winery & Gardens featuring four courses, including pear salad, chicken dish, vegetable options, and a pumpkin cheesecake dessert.

Menu for ThornCreek Winery & Gardens featuring shareable appetizers, boards, flatbreads, mains, and desserts with wine pairings.

Wine pairing menu from Thorn Creek Winery & Gardens, listing a multi-course meal including seafood, steak, salmon, dessert, and wine pairings.

Assorted appetizers on a wooden board, including slices of bread, strawberries, and a dipping sauce with chopped nuts and herbs.

A white plate with sliced roast beef, cheesy baked potato, and green garnishes on top. In the background, a small candle in a glass holder, a large leaf, and a glass of white wine on a beige tablecloth.

Three pulled pork sandwiches on a black slate serving board outdoors, with a blurred green background and some white flowers to the right.

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.

Flyer for Thorn Creek Winery & Gardens with photos of a wedding reception, a white chapel, a bride and groom kissing, and a wine bottle, with the address 155 Treat Road, Aurora, Ohio.

A promotional flyer for ThornCreek Winery & Gardens featuring images of the winery exterior, interior with candles and wine bottles, and decorative elements.

A wine menu displaying three bottles of red wine from ThornCreek Winery, with details on each wine's name, description, and pricing for wholesale and retail.

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.