As a designer at Kaleidoscope, I helped evolve Café Bustelo’s distinctive visual identity for its expansion into ready-to-drink beverages.
I developed original packaging routes exploring how the heritage brand could stretch into a new category while retaining its Latin character and most recognizable equities. Two of my concepts advanced through qualitative consumer testing into quantitative validation, and I later took point on production and development of the broader brand system.
As Design Manager for Good Measure, I served as the internal design lead for a packaging redesign aimed at making the brand easier to recognize without losing the blood sugar-friendly benefit consumers cared about.
Partnering with our agency and cross-functional team, I helped guide the new brand hierarchy and advocate for a bolder evolution of Good Measure’s visual identity. The resulting system doubled on-shelf recognition and increased brand awareness by 100%, contributing to continued growth across retail and e-commerce.
Led the visual design architecture and scalable creative toolkit for Blue Buffalo's Life Protection Check campaign, translating complex nutritional data into an intuitive retail narrative that drove 685 million impressions.
Spearheaded a comprehensive graphic and brand refresh for COOLA to anchor the brand firmly within the wellness and self-care space. Led the visual strategy and digital marketing executions to shift tactical product promotion into an experiential, lifestyle-driven brand narrative.
Directed the broader omnichannel visual strategy for Blue Buffalo across in-store retail, social media, digital advertising, and print collateral to reinforce the brand's premier market standing. Scaled rigorous, consistent creative solutions seamlessly across diverse physical and digital touchpoints.
Partnered with the JM Smucker Company through Kaleidoscope to architect Folgers Noir, a premium dark roast line designed to bridge mainstream accessibility and upscale market positioning. Leveraged advanced printing techniques and matte finishes to achieve maximum shelf impact while respecting legacy brand equity.
Engineered the rapid packaging design and visual architecture for Bare Republic’s emergency pandemic pivot, launching Bare Hands hand sanitizer nationwide in record time. Balanced a cheeky brand mark with trusted, health-focused standards to successfully break into mass and grocery channels.
Guided the logo redesign and complete packaging development for Fruto, a new sparkling juice line following a collaboration between Arrow Juice—one of Saudi Arabia’s premier beverage producers—and Kaleidoscope. Engineered a fresh, aspirational visual system designed to resonate within the region’s trendy youth and coffeehouse culture.
Directed strategic design initiatives across the Mars Wrigley seasonal business through Kaleidoscope, evolving the portfolio for high-visibility holiday and seasonal windows. Architected a cohesive variety bag strategy across all four main selling seasons, establishing an immersive visual framework centered on sparkle, surprise, and delight.
Partnered with Coho Creative to build the brand identity, breakthrough packaging graphics, and structural design for USPC's BLDZ building toy. Engineered three distinct structural systems—ranging from modular connectable SKUs and portable vinyl pouches to large-scale retail displays—to help the client define a brand-new category.
A strategic packaging redesign for Huggies mid-level diaper pants in Asian markets, featuring anime-inspired character development for Finley Bear, intuitive garment usability cues, and bold visual storytelling that outperformed market competitors in consumer testing.
Partnered with Coho Creative to redesign Meijer's popular Tropical Blends juice line, resolving widespread consumer confusion across 200 nationwide stores with a winning visual strategy. Re-architected the visual hierarchy and introduced an intuitive flavor-coding system that earned a 2016 GDUSA Award for outstanding commercial packaging.
