The roadblock: A new flavour has to feel brand new and still obviously belong to the family. Too different and it looks like a stranger. Too similar and nobody notices it launched. What I did: I built pitch comps and photorealistic mockups so the client could see a concept on the shelf before it existed, then iterated with them directly until it clicked. I developed a flavour-cue system so each SKU got its own personality without breaking the master brand.

Focus areas:
-Flavour cues that read in two seconds flat
-Brand architecture across Meal, Protein, Coffee, and Energy
-Pitch decks that sold the idea, not just the pixels

The goal was to stand out without going rogue.

The roadblock: A design that looks great on screen can fall apart on a dieline. Panel hierarchy, regulatory real estate, and vendor specs have no interest in your concept. Then, mid-program on a grocery end-cap, the new flavour turned out to be ready way earlier than anyone expected. What I did: I swapped the new flavour into the approved end-cap without touching the structure. Because the files were built modularly, with flavour elements separate from the dieline, every spec, bleed, and fold line stayed intact and production kept moving.

I delivered:
-Print-ready dielines with accurate specs
-Clean, flexible production files
-A fast-turn end-cap revision for the new launch

If it was approved, it was producible. If the lineup changed, it was still producible.

The roadblock: Grocery, club, and e-commerce shoppers are three completely different people. What works on an end-cap doesn’t work in a Costco aisle, and neither works in a search result. On top of that, the grocery end-cap needed to drive trial, not just look good. What I did: I designed shipping cases, shelf-ready packaging, and end-cap concepts for grocery, including a tearable coupon pad on the side of the display to give shoppers a reason to grab one right now. For Costco, I built exclusive offerings for the “I’m buying in bulk and I want to feel smart about it” mindset. Each program started with the question “who’s standing here, and what are they deciding?”

Programs included:
-Shipping cases and shelf-ready packaging (SRP)
-Grocery end-cap concepts with tear-off coupon pads
-Costco-exclusive club-pack offerings

Same brand, different room, different job.

The roadblock: On Amazon, your product is a postage stamp. You get a tiny image, a few seconds, and a stranger who is already scrolling. What I did: I designed listing content that worked small first and pretty second, then backed it with lifestyle imagery that showed Soylent in real life (the 2 p.m. slump, the post-workout dash, the “I forgot to eat” moment). I also built social creative and out-of-home concepts so the brand showed up consistently from billboard to feed.

I produced:
-Amazon hero images, infographics, and A+ content
-Lifestyle imagery built around real consumption moments
-Social-first creative for launches and announcements
-Magazine and billboard mockups

One brand voice, from the shelf to the PDP to the feed.