Brides are increasingly interested in the idea of a handmade wedding. More and more are bringing a
personal, creative touch to their big day. Gone are the days of princess themes and ball gowns. Modern brides are looking to sources like Etsy, Pinterest, and Martha Stewart to see how they can make a wedding that is uniquely theirs.
Bridesmade bridal expo brings together all of the
vendors and resources that brides-to-be need to
create a hand crafted day.
The promotional materials reflect the handmade nature of the event. From hand drawn and laser cut posters, tickets and invitations to handmade paper flowers and bound binders for the event guide, brides can pull inspiration not only from the vendors they will find inside, but from these event materials.
I only eat beige food. So when we were asked to create a business and design their identity, I jumped on the opportunity to create a restaurant that was a carb
lovers dream come true.
The idea behind Beige is to start with the foods that everyone loves, the comfort foods, the favorite foods from their childhood, the things they spot on the kid’s menu and wish they could order. Then, use the highest quality ingredients to make them in a sophisticated, gourmet way. Think, aged artisan cheeses in your mac and cheese, or a fresh crusty bread for your grilled cheese sandwich. It’s going back to the basics, then upgrading them.
The identity and system for the company reflect this back-to-basics idea as well. The use of craft paper and stamps creates a look that is not overdone, but still is upscale enough to fit the audience.
Graphic Design, Branding
We were given the challenge of extending an existing brand into the home category with products such as appliances and decorative accessories.
Kate Spade seemed like a natural fit. The brand has a strong style and followers who would be eager to bring the signature style they love to the rest of their home with accents that stay true to the brand.
The new “Uptown” line covers the entire house; from appliances and dishes for the kitchen to accent pillows for the couch and everything in between.
The fashion roots of the brand are referenced with the photography style on the boxes. The personality, as well as the existing product line, of the company also is showcased through the use of Kate Spade accessories interacting with the products.
Graphic Design, Packaging
The Escanaba River is renowned for its fly fishing. Author John Voelker (under the pen name Robert Traver) wrote many novels and stories about his fly fishing experiences on this river, documenting the challenges, joys, beauty and quirks of the sport, particularly on the Escanaba river.
Escanaba paper by New Page is a strong, utilitarian and dependable paper, yet still has a refined sense of style. The papers characteristics tie in naturally to fly fishing and its namesake river.
The promotional book and swatch cards use stories from Voelker along with photography to showcase the printability of the paper in both text and image heavy applications.
Graphic Design, Typography
Jilbert’s is a staple in every home in the Upper Peninsula of Michigan. From their milk to their ice cream, people know to ask for it by name.
When the family run company was purchased by a larger corporation, there was concern that the roots of the company would begin to fade away and it would become a more corporate operation. Facebook groups were even created, protesting any changes to the brand they grew up with.
This special edition packaging is first meant to mark the anniversary of the company. But the underlying message serves as a reminder of the company’s, and an assurance that it will retain its traditional values.
The glass bottles and retro logo were inspired by what the company had done in the past and are meant to inspire hope in the product’s future.
Alzheimer’s is largely marketed as a disease affecting the elderly. While it’s true the majority of those diagnosed are seniors, 5-10% of patients develop the disease before they turn 65, classified as early-onset Alzheimer’s. Other products wouldn’t target middle aged adults the same way as seniors, so why should Alzheimer’s medication?
This project allowed us to pick any condition and create pharmaceutical packaging for it. Having a family member that was diagnosed with the disease at 55, I was eager to create a solution that addressed the unique problems of this disease.
My first objective was to create an overall look and feel that felt modern and young (compared to the competitors), while remaining trustworthy. I also wanted to keep the system from looking too medical and clinical, so that children in these households were less alarmed by it.
The ultimate goal was to help patients and caretakers. The tiered system of dispensing mechanisms ranges from a simple dated blister pack, to a timed dose dispenser, to a light-up dispensing appliance and remote reminder light.
Graphic Design, Packaging
Walk into an Anthropologie store and it’s hard to leave without being inspired. You can hear shoppers asking, “Why can’t my house look like this?” as they look in awe at the unique decor.
These very shoppers are who the Anthropologie paint line is created for.
Using the established aesthetic of the company, this project extended the clothing and home accessory retailer into a whole new market.
The design is meant to be tactile and warm to separate itself from its glossy, sterile competitors. The use of fabric textures, collages, and a unique copper can is meant to attract the modern, female, do-it-yourself shopper who is looking to bring a little bit of the store she loves into her home.
Graphic Design, Packaging
Target customers know to “expect more, pay less.” But what if you utilize Target’s smart design thinking and eliminate the constraints of pay less? You get Aero.
Aero is a hypothetical store created by Target to compete with brands like Williams-Sonoma and Crate and Barrel targeting a more upscale market.
In Michael Osborne’s Package Design 4 class we had the challenge of taking this idea and running with it. We had the opportunity to build this brand from scratch with only one rule: it had to be good.
We established a target audience, created our vision for the store, determined categories, chose products and built the brands from the ground up. It was truly a learning experience that extended beyond just the design of the packaging.
This was a group project that would not have been possible without my fellow group members: Sanna Luukka, Gina Chang, and Caroline Saridewi.
In June of 2011 I was honored to represent my group and present this project on the main stage of The Dieline Conference in Chicago alongside Michael.
When creating a store like Aero, the store brand must maintain a smart design and modern edge that meets the standards of the store. There is no place for a so-called generic brand here.
Aero’s store brand extends across the categories of performance products, kitchenware, home goods and office supplies. Each category has its own unique color scheme and set of rules, but each remains unmistakably Aero.
None of these products need to be hidden under the sink or in a drawer. Each are designed to be sophisticated enough to be left out on a counter or desk.
you are here
Being from the Midwest, I have seen my fair share of regional specialty foods. When I moved to California, there were a number of favorites from home that I was missing, but I also was introduced to a whole new selection of regional favorites.
These familiar tastes of home, and an interest in new culinary discoveries, are the inspiration for You Are Here, a private label brand endorsed by Aero.
Each region has a unique look and feel that reflects the personality of the area.
Not surprisingly, I had a particularly fun time working on the packaging for the Midwest line. We used vintage signage from barns, grocery stores, movie theaters and bars in the Midwest as the inspiration. Copywriting provided an opportunity to further incorporate the personality of the region. A couple of calls home provided more than enough material to utilize. Even the typically unassuming nutrition panel got a dash of personality by titling the ingredients with the familiar “Ya-Gatch-Ur.”
Currently in Target much attention is given to products catering to one life stage in particular, the college student. Each year a line of affordable dorm gear and college focused products provides a one stop shop for everything that is needed for this demographic.
Now Next is Aero’s own life stage brand. It provides products specifically selected for the stages of its
target audience. This not only provides a convenient shopping experience for the customers in each
category, it also serves as an easy gifting destination.
New Baby, Bachelor, and New Home were the sections that we focused on. They each have their own distinct feeling that reflects the stage they are intended for.
Bachelor uses wood grain and rich colors to attract the successful gentleman who is looking to create a masculine, sophisticated home.
New Home is the perfect wedding registry destination. It features modern accessories for a modern home.
New Baby has everything that a sophisticated, preppy baby needs when entering the world. An owl character named Winston acts as the steward of the brand.
Graphic Design, Packaging
A sampling of identities
Package Design 4 Perennial
Package Design 4 Amuse
Identity 1 Bonne Bell
Identity 2 US Postal Service
Freelance Diverse Fabrication
Package Design 1 Marshall’s farm
Package Design 2 Buena Vista
Identity 1 Marquette Golf Club
Print Design 1 Intersect