The Celebrated Cold Brew Tea Situation Brand Package

This was fun, fun, fun. In conversation, a former colleague and friend mentioned that he was exploring the world of cold brew tea. I loved the concept and offered to develop a brand package in support. These are the results. This reflects all of my work, from naming to branding, packaging and digital.

Shown Here :: Identity, Branding, Packaging, Apparel, Responsive Web Designs

– – – – – – – – – – – – – – – –

coldbrew_full\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

TasteCrate Full Package Development

This was the flagship of Inmar’s consumer exploration into subscription commerce. This one is very “me,” folks. I devised and sold the original concept, developed the identity, created the overall style, generated and designed the sales materials, scripted and directed video production, wireframed and creative directed web assets and acted as lead designer on a range of things from outdoor applications to packaging (crucially important for this concept) to “selfie walls.” We were working with a “sensible” budget, but that only added to the challenge and the fun. Though we couldn’t ultimately do everything we wanted, this was playtime to an extent for me. Fun!

Special thanks for working with me on the web for this, Javon Greaves. You are a talented gent! Romeo Mariano got a shoutout on the Baby Bundles work, but he was the man on the video work here. Thanks for putting up with my direction, my man. Big ups to Chris Dick on this one, too. His crazy animation skills were brought to bear.

– – – – – – – – – – – – – – – –

 


tastecrate_full\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

Propper Tactical Brand Launch

I’m pleased to share the final result of the Propper Tactical brand launch. In an earlier post, I shared a colorful and engaging exploratory concept for this assignment. In contrast, the selected approach shown here is rich, textural and “engineered” with a clear lifestyle focus. It was paramount with this brand launch to do something genuinely different; something real for a real, savvy consumer target audience. The iconography and brand elements here speak to the concept of a “tactical system” with integrated imagery and clarity of purpose. Sleek, tactile textures bring touch and a decided sense of quality to the piece while the white graphic bar overlays underscore the central concept of the rank of “officer.” This is a bold, smart brand for well-engineered gear for today’s intelligent tactical law enforcement professionals.

Again, I was the hands-on designer for all of this, a co-concept lead and wrote the line descriptors (“Be Cool.,” Blend.,” “Perform.,” and “Move.”) for the brand.

Shown Here: Teaser Videos, Brand Identity Elements, Hangtags, Sample Advertising, Site Design

– – – – – – – – – – – – – – –

propper_final_full

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

Brühaus Trademark Style and Digital Package

“A DIFFERENT KIND OF BEER FOR A DIFFERENT KIND OF BEER DRINKER.”

This trademark style and digital package for boutique beer brand Brühaus, pays off that tagline in spades. Eschewing the traditional trappings of “olde” beer, Brühaus speaks to a targeted audience with a signature look and feel that says “iconoclast.” Underscoring that central concept, the mark, type and style elements here all communicate a strong sense of the hand-done. Our content throughout and the focus and style of the app all do the same. It all adds up to a collection of fun design elements built on the DIY ethic so prevalent in skate culture.

Shown Here: Marks, Wordmarks, Custom Typography, Colors, Packaging, Web, App Screens

– – – – – – – – – – – – – – – –

bruhaus_full

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

Bocek Bros. Brand and Product Launch

You have to love working for clients that really feel your creative work on their bottom line. Clients that see the impact of your ideas and designs very directly. That’s the case in spades with Bocek Bros., a charcuterie start-up here in Missouri that I recently branded. Anyone who knows me, knows that I have always had a deep love for great charcuterie and let me tell you, the product Bocek Bros. is selling is great. Smoky, authentic and artisanal, this stuff is the real deal.

I was involved in all aspects of this one, from naming, to positioning to brand design and packaging (even copywriting and tagline development in the mix for me here as well). Self-performing isn’t something I do everyday with my role as VP / Creative Director; most of the time I’m trying to give the best creative opportunities to my team. I don’t say that solely altruistically, it’s just a great way to keep them motivated and engaged as an integral part of the agency. HOWEVER, this one was too much in my sweet spot on a variety of levels to pass up. LOL!

The goal was to create something that was hip and irreverent, but that retained a high-end “Napa Valley” artisanal sense to it. From the tagline and copy attitude to the mark and wordmark themselves to the site and packaging designs, I think that balance was conveyed.

Shown Here: Identity and Tagline, Brand Colors, Packaging Designs (with Detail), Photography Style (THANKS to Vince on my team for shooting), and Site

– – – – – – – – – – – – – – – –

bocek_full

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

Wilburn’s Glen Brand Package

These brand launch materials for boutique natural spring water bottling start-up, Wilburn’s Glen, convey the natural sense of authenticity inherent in the Llano, Texas brand. Based around design principles expressed the Deco, Moderne and WPA architectural jewels studded throughout the Texas Hill Country region, the brand style has a classic modern strength with a hip twist. I created custom typography for the name “GLEN,” giving an ownable center to the identity. Geometric angled lines update and leverage forward classic deco graphic design thematics and symmetry while creating subtle “W”elements throughout the designs. Fun and elegant with a touch of whimsey, this was a joy to work on.

Shown Here: Brand Identity Elements, Packaging and Advertising Samples

– – – – – – – – – – – – – – – –

wilburn's_full

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

Propper Tactical Brand Concept

Sometimes I showcase here the concepts that aren’t selected. I believe strongly in presenting only options to clients that are both artful and viable. However, of everything presented, only one can make it. This concept for military and tactical icon Propper International is a great example of something that was not selected, but that retains a strength and beauty that makes it worth sharing.

Let me just say, I love these guys. This assignment was a hell of a lot of fun to create and trust me when I tell you that though I really did love the work featured in this post, the concept they selected (and I have since executed) was the right choice and is VERY compelling. Frankly, I can’t wait to show you that work. We’re all very excited for the official launch.

This concept brings a heavy infusion of lifestyle to a powerful new tactical line of gear Propper is bringing to market. Colorful, iconoclastic and real, the work treats the target audience here with both the intelligence and consumer savvy so often absent in this sector. I was the hands-on designer for all of this, a co-concept lead and wrote the line descriptors (“Be Cool.,” Blend.,” “Perform.,” and “Move.”) for the brand.

Shown Here: Sample Advertising, Brand Identity Elements and Site Design

– – – – – – – – – – – – – – – –

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

Pear Tree Dressing Packaging Suite

Carrying forward the packaging redesign I started for gourmet brand The Pear Tree, I recently created a new packaging suite for their signature dressing selections. Fresh, clean, contemporary and eye-catching, these designs capture the spirit of the brand while generating new interest in the product among a sea of sameness in the supermarket refrigerated dressing section — see in-store photos below to get a sense of the “pop” inherent in this graphic approach.

Shown Here: Flat Label Designs and In-Store Photos of Packaging

– – – – – – – – – – – – – – – –

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

MOZO Shoes Brand Package + Site

With brands like UGGS and Simple on their roster, the Deckers Corporation had a PROVEN track record for bringing great “brands on the verge” into their brand family. MOZO was no exception.

Designed with the belief that chefs are lateral athletes — moving fast on their feet for grueling 14 hour shifts, MOZO delivers unequaled comfort. Like a Kershaw Shun knife or an Imperial gas range, a MOZO shoe is an essential tool for the professional chef.

I led a full rebrand of MOZO. It started with a rework of the mark and wordmark, progressed to packaging, business papers, collateral and a complete relaunch of the MOZO site. In this case, all of the work was my personal positioning and design work.

– – – – – – – – – – – – – – – –

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

“It’s A Totally DIfferent Experience” Brand + Campaign Materials + Video

Faced with a target enrollment pool that were either attending the “feeder” Principia private boarding high school or being pushed by their alumni parents to attend, Principia College had an image problem. The college needed a way to differentiate itself from its’ high school “sister” while conveying to an international student audience that this was definitely not their parents’ Principia College.

To combat this, I led the “itsatotallydifferentexperience.com” campaign. The fully branded campaign featured a compelling site with real stories from real students wrapped in a progressive design that differentiated itself from the more stately main Principia College brand. I also created video motion graphics pieces set to music recorded by college students themselves to help convey the “PC” experience. Live events at unique locations also carried the brand and the campaign directly to select groups of prospecive students with video pieces and live Q / A sessions with current Principia College students. other promotion materials such as posters and a “Summer Survival Kit” helped prospects take the brand home.

– – – – – – – – – – – – – – – –

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\