The Challenge: Refresh the Black and Decker small appliance brand to elevate the brand and refocus the target audience.
The Solution: Our team, under my direction. developed new packaging with a more emotional look. We focused on targeting women, who make most kitchen appliance purchases. Departing form the old B&D packaging, which was mainly blue and very masculine, we created this "Enviro" packaging. I worked closely with our 3D artist to render a kitchen environment that was the correct price point we created a library of "food and props" that were photoshopped into the rendering.
Year
2013
Farberware package refresh
The Challenge: Refresh the Farberware brand to elevate the brand and refocus the target audience.
The Solution: The brand was expanding from limited products of mainly coffee percolators to other ares like cooking and food prep. We needed to take the existing packaging, which was static and unemotional, and add some visual dynamic emphasis. The food styling photo shoot was direct by me to achieve a powerful, colorful image, while the packaging was created in a black format to help pop the color.
Year
2011
Toastmaster packaging refresh
The Challenge: Refresh the Toastmaster line
The Solution: Created this basic, yet informative package for our opening price point line of products.
Year
2009
OakSturdy packaging creation
The Challenge: Create a line of packaging for hunting products
The Solution: OakSturdy hunting products now has a line of packaging that pops on the shelf. The packaging was created to reflect the beautiful sunsets hunters experience while waiting for the game to come into view.
Year
2013
Description
For the past few years, I have been working in package design. My favorite assignment was creating a package refresh for the Black and Decker small appliance brand at Spectrum Brands.