Packaging Design

Holland & Barrett
2024
‍
One of the oldest and largest health food stores in Europe, Holland & Barrett are known for their wide selection of vitamins and supplements.

We were tasked to create a bespoke bottle shape that could flex across their entire supplement line, as well as develop a unifying label design that would improve shoppability.

After rounds of silhouette exploration, we landed on a bottle design language that maximizes label real estate by creating flat information panels.

Judy Ready Kit
2020

From floods to the flu, hurricanes to headaches, it never hurts to be prepared.

The problem is knowing where to start. And most emergency kits on the market are either disorganized and cheap to the point of being useless, or lean into the gloom of a doomsday prepper.

Judy Ready Kits lay the groundwork for families and individuals to anticipate mishaps of any scale, in an easy and accessible way.

After doing competitor and user research we quickly realized that the design of the organizational system would be critical to a successful kit. We spent a lot of time deciding how all the individual components should be grouped and labeled, so that any item can be quickly found at a glance.

The Judy Ready Kit was also selected for the Beazley Designs of the Year 2020 exhibit at The Design Museum in London, an exhibition showcasing the most innovative designs across fashion, architecture, digital, transport, product, and graphic design.

Daily Harvest
2018

During my time at Daily Harvest I oversaw a packaging redesign across the entire product lineup. When the company began, their focus was on selling smoothies, so their primary format was in paper cups. But as they expanded other food—oatmeal, soup, entire meals—they needed to adjust their packaging accordingly. Our goal was to design a family of packaging that would not only look and perform great during use, but would stack well in the freezer. There was also a great emphasis on sustainability, which helped inform the types and amounts of materials used.

While this was ultimately an exercise in packaging design, we took the approach of thinking about it as dishware design. We wanted to reinforce that just because a meal is convenient doesn't mean it has to be sad and bland.

Stella Artois
2016-18
‍
Stella Artois is positioned as a high tier brand among the AB InBev brand portfolio and prides itself on a rich heritage and tradition.

But!

It shows up on the retail shelf in generic packaging, with identical structures, materials, and formats as lower tier (i.e. cheaper) brands, diminishing the perceived value.

Initial brainstorming was done around unique and own-able attributes that would elevate brand perception and could be applied uniformly across the entire family of formats (4pk-24pk, bottles, cans, specialty, etc).We landed on three key features:

– Rounded corners for a premium, sophisticated shape
‍
– Opening ritual, revealing and displaying the bottles

– Ergonomic handle for easy carrying

The Stella Artois 4 pack was piloted in the UK for the 2017 holiday season to great success.