I led the rebrand and packaging redesign for American Gourmet Pretzels, modernizing the identity while honoring the brand’s 40-year heritage. The new system pairs bold, premium visuals with authentic storytelling, creating stronger shelf impact and positioning the company as a trusted, family-owned snack brand.
The Detroit Tarot Company sought a refreshed identity and renaming that would better reflect its expanded offerings beyond tarot into apothecary and wellness. The new name, Downtown Tarot Company, emphasizes accessibility and location while maintaining ties to its original foundation. The goal was to create a brand that felt both modern and timeless, appealing to a broader audience interested in holistic wellness and spiritual guidance.
The redesigned logo combines elegant typography with a symbolic mark inspired by natural forms and the concept of infinity, representing growth, renewal, and balance. Paired with a refined color palette and subtle star accents, the identity conveys trust, sophistication, and an elevated boutique experience. This rebrand positions Downtown Tarot Company as not only a destination for tarot but also a holistic wellness boutique rooted in community and authenticity.
Pure Flavor Farms partnered with me to refresh their logo and visual language in order to better communicate their commitment to fresh, high-quality produce and sustainable growing practices. The previous identity lacked the clarity and impact needed to stand out in a competitive marketplace, so the redesign focused on creating a bold, modern system that aligned with the brand’s values while appealing to health-conscious consumers.
The updated logo features clean, organic-inspired forms paired with a vibrant color palette to evoke freshness, vitality, and authenticity. Supporting visual elements—including typography, iconography, and packaging applications—were designed to create a consistent and flexible system across all brand touchpoints. This rebrand not only elevated Pure Flavor Farms’ shelf presence but also established a cohesive identity that reinforces trust, quality, and the brand’s connection to the land.
Lake Forest Golf Club engaged me to redesign their logo and visual language to better reflect the club’s reputation as a premier golfing destination. The previous identity felt dated and inconsistent, lacking the sophistication and polish expected by both members and visitors. The goal of the redesign was to create a timeless, versatile mark that conveyed tradition, elegance, and the natural beauty of the course.
The new logo features a refined emblem paired with clean, modern typography, striking a balance between heritage and contemporary appeal. The supporting visual system—color palette, typography, and applications—was designed to provide consistency across signage, merchandise, digital platforms, and printed materials. This rebrand elevated the club’s overall image, reinforced its values of excellence and community, and created a cohesive brand experience on and off the course.
The High West Whisky packaging redesign elevates the brand’s storytelling through a refined, modern aesthetic while honoring its Western heritage. The updated design introduces a cleaner label hierarchy, with bold typography and subtle texturing that evoke rugged landscapes and frontier craftsmanship. Iconography and color choices draw from natural elements—wood, leather, and stone—creating a tactile sense of authenticity that communicates both quality and heritage. By balancing contemporary visual appeal with historical cues, the redesign strengthens shelf presence and brand recognition among discerning consumers.
Functionally, the redesign improves legibility and usability, making product information easier to navigate while highlighting award distinctions and signature expressions. The updated bottle silhouette and embossed details enhance the tactile experience, giving the consumer a sense of premium craftsmanship even before tasting. Overall, the redesign reinforces High West’s positioning as a heritage-driven, artisanal whisky brand while appealing to both loyal enthusiasts and a new generation of spirits connoisseurs.
The Ellsworth logo and visual language design establishes a distinct, contemporary identity while complementing its sister company, Lake Forest. The new logo uses refined geometry and a bold typographic system that conveys confidence and precision, aligning with Ellsworth’s positioning as a modern, professional brand. Its visual language incorporates a restrained color palette, clean lines, and subtle graphic motifs, creating a versatile system that works across digital, print, and environmental applications. The design emphasizes clarity and sophistication, giving Ellsworth a strong, recognizable presence that resonates with both clients and partners.
When viewed alongside Lake Forest, the two brands function as a cohesive family system: where Lake Forest expresses heritage and tradition through its elegant, classic visual cues, Ellsworth offers a contemporary counterpoint, emphasizing innovation and forward-thinking. Together, the designs create a complementary brand ecosystem, allowing each company to maintain its unique personality while visually reinforcing their strategic connection. This approach ensures brand synergy across communications, fostering recognition and trust across audiences engaging with either entity.
The Copper & Kings packaging redesign redefines the brand’s artisanal identity by blending craft heritage with contemporary sophistication. The updated labels emphasize clarity and premium quality, using bold typography, refined metallic accents, and carefully considered color palettes that reflect the brand’s signature spirits. Iconography and subtle textural details evoke the distillation process and handcrafted nature of the products, creating a tactile, visually engaging experience that communicates both authenticity and innovation.
Functionally, the redesign enhances shelf impact and legibility, making key product information and expressions immediately recognizable. The cohesive visual system unifies the brand across its range while maintaining flexibility for limited editions and specialty releases. By balancing heritage cues with modern design sensibilities, the Copper & Kings redesign strengthens brand differentiation, appealing to both loyal aficionados and a new generation of craft spirits consumers.
The Beef Jerky Outlet packaging redesign modernizes the brand’s look while emphasizing its bold, flavorful personality. The new design introduces dynamic typography, vibrant accent colors, and illustrative elements that convey energy and appetite appeal, making the product instantly recognizable on crowded shelves. Visual cues highlight key product attributes—such as flavor profiles and protein content—enhancing consumer clarity and engagement while maintaining a rugged, adventurous aesthetic that aligns with the brand’s identity.
Beyond visual impact, the redesign creates a cohesive system across the product line, ensuring consistency and flexibility for seasonal or limited-edition flavors. By balancing eye-catching graphics with functional readability, the Beef Jerky Outlet redesign strengthens brand presence, improves consumer experience, and positions the brand as a modern, premium option in the competitive snack market.
The Beef Peter’s Chocolate packaging redesign reimagines the brand with a modern, approachable aesthetic that highlights quality and indulgence. The updated design uses clean typography, rich color palettes, and subtle textures to convey the premium nature of the chocolates while appealing to a broad audience. Illustrative and graphic elements reference craftsmanship and heritage, creating a tactile, visually engaging experience that communicates both authenticity and delight.
Functionally, the redesign improves shelf presence and readability, making flavor and product information immediately clear. The cohesive visual system works across various product lines and seasonal offerings, ensuring brand consistency while allowing flexibility for limited editions. By balancing elegance with playfulness, the Beef Peter’s Chocolate redesign strengthens brand recognition, elevates consumer experience, and positions the brand as a contemporary yet classic choice in the premium chocolate market.
The Jerky Outlet packaging redesign revitalizes the brand with a bold, energetic visual identity that reflects the robust flavors and adventurous spirit of its products. The updated design features dynamic typography, vibrant color accents, and illustrative elements that convey movement and appetite appeal, making the product stand out on crowded retail shelves. Key product information, including flavor profiles and protein content, is emphasized for clarity, enhancing the consumer’s ability to make quick, informed choices.
The redesign also establishes a cohesive visual system across the product line, supporting consistency while allowing flexibility for seasonal or limited-edition flavors. By combining striking graphics with functional readability, the Jerky Outlet Michigan redesign strengthens brand presence, improves shopper engagement, and positions the brand as a modern, premium option in the competitive snack market.
The McCormick packaging redesign modernizes the brand while reinforcing its heritage as a trusted leader in spices and seasonings. The updated design emphasizes clarity and usability, featuring clean typography, simplified labels, and a refreshed color system that distinguishes product categories at a glance. Subtle graphic cues and high-quality imagery communicate freshness and premium quality, enhancing both shelf appeal and consumer confidence.
Functionally, the redesign improves legibility and consistency across the product line, making it easier for consumers to identify flavors and ingredients quickly. By balancing contemporary visual appeal with recognizable brand elements, the McCormick redesign strengthens brand equity, refreshes its presence in competitive retail environments, and elevates the overall user experience for both longtime customers and new audiences.
The Lucas Oil packaging and logo redesign modernizes the brand while reinforcing its legacy as a leader in high-performance automotive products. The updated logo introduces bolder typography and a streamlined icon that enhances visibility across packaging, merchandise, and digital platforms. The packaging system incorporates a consistent color hierarchy, clear product labeling, and subtle textural cues that communicate technical precision and durability, reinforcing the brand’s expertise and reliability.
By unifying logo and packaging design, the redesign improves shelf impact and consumer recognition, making it easier for customers to identify product types and key specifications. The cohesive visual system also allows flexibility across product lines and promotional materials, strengthening brand consistency while elevating the perception of Lucas Oil as a premium, performance-driven automotive brand.
Developed packaging designs for a new Marlboro product line, exploring multiple strategic directions. The selected concepts highlight a more “natural” tobacco experience, conveyed through traditional design elements, parchment-inspired textures, and earthy color palettes. Naming conventions were crafted to emphasize heritage and authenticity, reinforcing the brand’s connection to a grounded, natural identity.
Developed packaging designs for a new L&M product line, exploring multiple strategic directions. The selected concepts highlight a more “natural” tobacco experience, conveyed through traditional design elements, parchment-inspired textures, classic stamp seals and earthy color palettes. Naming conventions were crafted to emphasize heritage and authenticity, reinforcing the brand’s connection to a grounded, natural identity.
Led the packaging redesign for the Black & Mild product family, elevating a well-established design to be more visually compelling while aligning closely with the brand story. The redesign balanced modernization with familiarity—enhancing shelf impact and brand authenticity without alienating existing consumers, while appealing to and onboarding new audiences.
Developed packaging designs for a new Basic product line, exploring multiple strategic directions. The selected concepts highlight a more “natural” tobacco experience, conveyed through traditional design elements, parchment-inspired textures, and earthy color palettes. Ad language was crafted to emphasize heritage and authenticity, reinforcing the brand’s connection to a grounded, natural identity.
The Xnith Helmets packaging redesign repositions the brand as a modern, performance-driven leader in protective gear. The updated design employs bold typography, dynamic color accents, and sleek graphic elements that convey speed, safety, and innovation, aligning with the technical sophistication of the helmets themselves. Key product features and certifications are clearly highlighted, ensuring functional clarity while enhancing consumer confidence at the point of purchase.
The redesign also creates a cohesive visual system across helmet lines, enabling consistency while allowing flexibility for limited editions or special releases. By balancing high-impact visuals with practical information, the Xnith Helmets packaging redesign strengthens brand recognition, elevates shelf presence, and communicates a premium, cutting-edge experience for athletes and enthusiasts alike.
Some daily social media posts
A few fun prints and other projects
