For most brands, packaging is the most intimate and direct connection it has with consumers.
Packaging literally holds the promise of the products contained within, while projecting the brand image, conveying important health and safety information, and proper use. On the retail shelf, successful packaging must do all of this, while also differentiating itself from competitors. In 3D, no less!
Throughout my career, I have been involved with all aspects of packaging design — from concept, design, production, consumer testing, evaluation, and making design updates where neccessary. My extensive background in beauty packaging has also informed design for the food industry. In the end, it's all about finding the right balance of messaging, color, typography and design design elements that is not only beautiful, but connects to the core audience — and drives sales.