OBJECTIVE

Alchemy is defined as a form of chemistry and speculative philosophy practiced in the Middle Ages and the Renaissance and it's concerned principally with discovering methods for transmuting baser metals into gold and finding a universal solvent and an elixir of life...

In an attempt to bring a modern design approach to the ancient practice of alchemy, I created the fictitious brand "Alchimia" for my MFA graduate package design class. The prompt was to conceptualize and develop a survival kit. I opted to create a high-end kit for the modern day alchemist, infusing the sinister with polished artistry.

APPROACH

Embossed black and gold lettering on fine linen paper give each piece of the kit a luxurious feel while the black on black treatments keep the package design modern, simple, and elegant. The Alchemist's box was made entirely from recycled wood. Craftsmanship credit goes to the talented Bradley Barber from Frick and Frack Scraps

Alchimia has also been featured on Lovelypackage.com, PackagingoftheWorld.com, as well as Student Spotlight features on The DieLine, Trend Hunter, and Leveled Magazine 

OBJECTIVE

Now more than ever, there is a crucial need for new, reliable and locally-controlled water sources around the world. Water supplies are not always available and will be more difficult to rely on in the future due to regions competing for shares of distant water imports. These challenges, along with expected population growth, cause for a need to find new ways to maximize annual sustainable yield of the groundwater basin. The Restored Water identity concept was strongly influenced by the process of taking highly treated wastewater that would have previously been discharged into the Pacific Ocean and purifying it using a three-step advanced treatment process. 

APPROACH

The approach was to create a brand that would be a blueprint for water agencies throughout the world in order to help solve local water supply issues. Restored Water’s identity concept was inspired by patterns found in groundwater filtration systems while the packaging concept inspiration came from mixing clean lines with stainless steel, glass, and recycled wood materials. The final system resulted in the creation of a line of reusable water canteens that convey a modern and minimalistic approach to design while still functioning as a piece of art in the household. 

Restored Water has also been featured on Lovelypackage.com, PackagingoftheWorld.com, The Design Blog, and 79NM.com

THE COMPANY

Founded in 1956, Williams-Sonoma, Inc. is the premier retailer of home furnishings, culinary and serving equipment, and specialty foods and cooking ingredients in the United States and Canada. As an in-house package designer at Williams-Sonoma I was required to design specialty packaging solutions against all Williams-Sonoma product categories while simultaneously staying on top of relevant industry trends for design inspiration and technical requirements.

DESIGN APPROACH

I utilized type, graphics, color and illustration/photo elements to meet unique merchandising and personality demands. I also provided art direction requirements to in-house photo teams for execution of photography elements. The bulk of my time designing in-house at Williams-Sonoma was spent on finding fresh approaches to creative briefs in a fast-paced work environment. I introduced innovative design elements that solved unique product positioning and brand marketing needs.

OBJECTIVE

For my graduate Nature of Identity class I was asked to manifest a renewed “soul” for a dead, defunct, or dying brand. I chose to rebrand Frederick’s of Hollywood and I identified “innovation” at the heart of Fredrick Mellinger’s original brand and re-built it from there. The iconic Frederick’s of Hollywood was transformed into Frederick Mellinger laboratories; A brand that now offers the science and technology behind attraction.

APPROACH

I wanted to create a visual language that retained the sensuality, seduction, and innovation of the old Fredericks of Hollywood while introducing a new approach to the brand and its extensions. Macro photography of nature, orchids, chemistry, and technology were utilized throughout the identity manual in order to create a feel of intrigue, attraction, and innovation. The dark photography and heavy usage of black pays homage to Frederick Mellinger’s roots as an avant-garde fashion designer who introduced the first black thong to the American woman.

THE CAUSE

Conservacion Patagonica is a conservation group whose mission is “protecting and restoring wildland ecosystems, biodiversity, and healthy communities in Patagonia through the formation of new national parks. Presently, Chilean Patagonia is under attack by an international energy company that plans to build five massive hydroelectric dams on the Pasqua and Baker rivers. The dams would drown large amounts of wild land, industrialize a pastoral region with growing potential for ecotourism and require the clear-cutting of native forest to accommodate 1,500 miles of transmission lines.

DESIGN APPROACH

I designed a poster campaign to create awareness for the Conservation of Patagonia and to help support Sin Represas, an effort by the people of Southern Chile and their allies worldwide to fight against determined corporate and political forces. Outlines of native animals and ghostly imagery of destructive power lines were used in the design to convey feelings of extinction and disappearance within the Patagonian ecosystem.

OBJECTIVE

Like its larger local beer brethren at Eel River and Lost Coast breweries, Six Rivers Brewery operates a vibrant brew pub—a social and cultural hub in its Humboldt enclave. 75% of the beer produced at Six Rivers goes right through the tap and never leaves the premises. It’s this reason that their distinct micro brews haven’t reached the masses and the few brews that have aren’t the ones that catch your eye on the shelves. My objective was to bring Six Rivers Brewery into a more modern space by updating current package design that enables the brewery to “stand out in a sea of sameness” from other Northern California establishments.

DESIGN APPROACH

I aimed to highlight and play-up the distinctiveness of each beer through design and lifestyle branding while still retaining the heritage of the brewery’s core brand values. Each beer has its own personality and everything from the custom illustrations to the packaging materials reflect the vibe of Humboldt and the uniqueness of each micro brew. Today, breweries need to cater to a younger craft beer audience and an arena where names like Stone Brewery, Lost Coast, Lagunitas, and 21st Ammendment are the big players.     

Indosole is a growing footwear company based in California, USA, with manufacturing in Bali, Indonesia. Indosole products are handmade by skilled Indonesian artisans and the production process does not contain any fuel powered machines, just strong hands and minds. 

Indosole’s mission is to repurpose one million tires that would otherwise end up in the overflowing Indonesian landfills by giving them new life as footwear, while inspiring resourceful living amongst their youth and communities.

DESIGN APPROACH

When I was approached by Indosole back in 2012, the founder was looking for a designer whose beliefs aligned with those of the company. I am inspired by the repurposing concept and by these amazing people who bring their dreams to action. Their products are exciting, all the more so because of the beneficial impact on the environment and the local lives that are altered in the process. Whether in package, print or web design, my focus is on highlighting the fusion of the dream with the action, the rich traditions and vibrant colors of Bali with the adventurous California spirit.

With its snark-infused positive psychology, Chick Lit could be the love child of Chelsea Handler and Martin Seligman. Conceived by an essayist and writing coach, Chick Lit was never meant to be just another beautiful candle that doesn’t stand out in the crowd. Lisa Richmon created each Chick Lit persona to fill a void in the niche candle and inspiration gift space. It was important that the packaging be as fresh and unique as the overall concept and the various moving parts. Chick Lit is more than a card, and not just a candle. It’s more like a card in a candle.

DESIGN APPROACH

I designed each candle to stand out within the candle gift space by utilizing bright colors and hand-drawn illustrations in order to give each package its own personality. The two-sided hangtag was designed for the user to slip off the tube and carry in her wallet, or keep in her office, for continued fun and inspiration. It was also important to use recyclable and biodegradable kraft tubes that look crisp and clean, but could be reimagined as a holder for makeup brushes, pens and pencils, or coins.

Find out more about Chick Lit at chicklitcandles.com

Today, feminine health and hygiene brands are spending millions of dollars on design campaigns but they still haven’t addressed the female need for discretion and privacy in the marketing and packaging of feminine sexual health and hygiene products. The identity of a woman is strangely absent from the design conversation within this category. Consumer life is very saturated with visual noise, unclear choices and obfuscation. In a cluttered world, brands need to simplify the process while embodying the values and dignity of the consumer.

DESIGN APPROACH

I created a lifestyle brand which embodies a new head space and shift of consciousness that manifests with products packaged and designed to resonate specifically with young women. This thesis was created to help women feel supported via packaging dignified with a sense of confidentiality and sensitivity when purchasing sexual health products. Through better design, women will be free to shop absent of the perceived stigma associated with the products.

Minimizing the impact on the environment is at the heart of the production of these products. The Harper Supply Co. product line is made from 100% biodegradable and compostable molded pulp.

To learn more, visit Harpersupply.co