TECHNICALLY

DECLICIOUS

DESIGNING A SCALABLE PACKAGING AND RETAIL SYSTEM FOR A CATEGORY-LEADING NUTRITION BRAND.

Role: Lead Brand & CPG Designer
Duration: 2 Years
Scope: NPD concepts and pitch comps, packaging mockups, print-ready dielines, shipper and end-cap design, club exclusives, Amazon PDP/A+ content, lifestyle and social content

Soylent fuels science. because it is science.

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Soylent fuels science. because it is science.

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Soylent fuels science. because it is science. · Soylent fuels science. because it is science. ·

the challenge

Soylent makes plant-based complete-nutrition shakes, powders, protein, coffee, and energy products. The line sells across DTC, Amazon, grocery, and club, and the challenge was to grow it without losing what makes the brand recognizable.

The brand needed to feel:

  • Clear

  • Differentiated

  • Scalable

  • Retail-Ready

The work required more than packaging. It required a system.

  • Retail Programs

  • Print Marketing

  • Billboards

  • Amazon Listing

  • Flavour Cues

  • New Product Development

    I created new product comps and pitch concepts for line extensions and flavour innovation, then presented them directly to the client for approval.

    Focus areas:

    -Flavour-cue system for fast shelf navigation

    -Brand architecture across Meal, Protein, Coffee, and Energy

    -Photorealistic mockups for stakeholder buy-in

    -Pitch-ready presentation formats

    The goal was innovation without fragmentation.

  • Packaging & Production

    Approved concepts had to move to press without surprises, so I built every design with manufacturing in mind.

    I delivered:

    -Print-ready dielines

    -Accurate specs, bleeds, and panel hierarchy

    -Vendor-ready production files

    -Clean handoffs to limit pre-press revisions

    Every file was built to be produced as designed.

  • Channel & Retail Programs

    Each channel has a different shopper, so I designed each program around how and where the product is bought.

    Programs included:

    -Shipping cases and shelf-ready packaging (SRP)

    -Grocery end-cap and in-store display concepts

    -Costco-exclusive club-pack offerings

    Grocery shoppers compare, club shoppers weigh value and quantity, and each program was built around that behaviour.

  • E-Commerce & Content

    On Amazon, the thumbnail does the selling, so I designed listing content for clarity at small sizes and fast decisions.

    I produced:

    -Amazon hero images, infographics, and A+ content

    -Lifestyle imagery built around real consumption occasions (workday, post-workout, on the go)

    -Social-first creative for flavour launches and announcements

    -Out-of-home and print concepts, including billboard and magazine mockups

    The focus was one visual language from the shelf to the PDP to the feed.

all work created during employment at Darkroast co.