Pure Leaf Mental Focus: Packaging Design
Brief:
Develop packaging graphics for Pure Leaf Mental Focus, a new functional subline steeped with natural caffeine and L-Theanine plus bubbles. The design team needed to ensure the new subline visually laddered into Pure Leaf’s existing portfolio while also differentiating to breakthrough at shelf. Developing a clear communication hierarchy and design system was paramount, knowing this subline would extend to various formats and retail assets. The design team leveraged Pure Leaf core brand elements, integrating an abstract tea leaf pattern and vibrant colors to deliver flavor and newness to the broader portfolio.
Internal design team x external design studio Sister Mary
Lipton Fusions: Packaging Design
Brief:
Our design team developed branding and packaging solutions for Lipton’s new innovation, Fusions. A flavor-forward lemonade iced tea with goals to disrupt the ready-to-drink tea category. We had to strike a delicate balance of aligning to Lipton’s core portfolio while enticing a new consumer base. The team leaned into vibrant colors and bold graphics to communicate flavorful refreshment. We leveraged this innovation as an opportunity to position the Lipton brand in a more youthful territory.
Internal design team x external design studio MLTI
Adobe: Make It Happen
Brief:
Adobe partnered with creatives of varied disciplines across the globe to develop tutorial-style videos for their Make It Happen series. Season 2 showed followers how they could integrate Adobe Stock into different stages of their creative process. Our team was tasked with briefing the selected talent, developing art direction, motion assets and design systems that could be applied across the digital content – driving visual cohesiveness.
Role: Senior Art Director
