Client: Dell Technologies
Brand Redesign
Dell wants to bring a newly refined brand strategy to life through an updated identity system that authentically reflects who Dell Technologies is today.
Client: Reckitt
ReBranding
Mega Red, the No. 1 brand of omegas/fish oil was in need of a meaningful re-branding. The brand wanted to convey the freedom that emanates from within by virtue of being healthy. MegaRed provides this maintenance, so you feel like your body is a well-oiled machine and won’t let you down.
MegaRed wanted to be perceived as a fearless, passionate, and invigorating brand. Optimistic, full of energy and relevant for today’s needs.
Client: Reckitt
Brand Repositioning + Packaging Design
Durex wants to break from its category to become a lifestyle brand in its own right.
Durex wants to be desirable, a cultural icon: one whose expression is bigger than a product, that builds off its DNA and connects with culture.
A brand that transcends the shelf, takes a stand, and creates impact. The brand wants people to buy Durex with excitement, without embarrassment, fighting shelf-shame.
Durex stands for openness and acceptance. This is a foundational stone that will never change, Durex takes social responsibility to engage everyone to be prepared & protected, always.
Durex stands for the sex that feels good, that fits with who you are, without judgment.
The challenge was to define what the brand stands for and own it. Create a brand aspirational universe with iconic and meaningful brand codes that connect with culture, its DNA, and with our key target: the open & curious.
Client: Duracell Global
Branding + Packaging
Create the Key Visual Assets for a new breed of batteries, the visuals should convey the idea of a new generation of power that provides your
devices with extra life and extra power or “Stronger for Longer”
Client: Reckitt
New to World Brand
Sleep & Shine is a sleeping aid, a combination of natural ingredients that help you fall asleep and stay asleep for a rested feeling in the morning.
The brightest highlight here is our very unique point of view on sleep, being the only brand in the category that considers bedtime as the beginning of our day, not the end.
the day/night dichotomy is the common thread across the visual language in every touchpoint.
Also important is the visualization of a ripple effect of goodness that expands as our day unfolds, the reason? a great night’s sleep.
Better sleep for better days!
Client: Lindt + Sprungli
Packaging Design
For the first time in Lindt’s US history, they are expanding into plant-based chocolate under the Classic Recipe range. (oat milk-based)
As part of this expansion, we explored and developed a distinct design direction for this new and exciting variant that will clearly communicate this progressive plant-based offer, while delivering on our reputation of premium quality, taste, and texture.
The product needed to express a “vegan” feel, maintaining the brands’ premium perception, simple and sophisticated.
The exploratory was based on finding the right color palette to support the vegan platform that would differentiate but feel part of the Classic Recipe family. Also, find subtle cues that convey oat milk to support the vegan proposition.
Client: NuLeaf
Brand Revitalization + Packaging Design
Evolve the look and feel of one of the leader and most trusted brands in the CBD category.
Objective was to increase visibility and impact on shelf while keeping a clean, simple yet appealing graphic design that establishes a solid visual language for the brand.
Client: Cheong Kwan Jang
Branding + Packaging ReDesign + Brand Expression
With 120 years of experience in the ginseng category Kore Select (Cheong Kwan Jang) is the #1 brand of Korean Red Ginseng in the world and authority in the alternative medicine field.
The ask was to reposition the brand and redesign its core packaging evolving into a more contemporary space with a premium look and feel, separating it from traditional Asian stereotypes.
Client: Nestle
Branding Revitalization + Packaging Redesign + Brand Book Design
Reinvent the brand and modernize the packaging to appeal to young adults through a bold, playful and approachable personality.
Client: Bayer USA
Rebranding + Packaging Redesign
Aleve’s request was to create a Distinctive Asset that would help them stand out from the crowd and communicate “All Day Strong”. As well as contemporize the brand and bring it to now.
Apply the Distinctive Asset on packaging and help the navigation system and findability on shelf.
Client: Wellpet Global
Packaging + Branding ReDesign
Bring the brand to a more contemporary space. Embrace the whimsical spirit of the brand. Establish a clear segmentation and brand architecture while communicating main product benefits.
The new look is implemented at a global scale in more than 25 countries around the globe.
Client: Ghirardelli
Packaging Redesign
Ghirardelli Chocolate needed to reinforce its brand presence with a redesign that enhanced the most important characteristics of the product: the square format and the flavor intensity.
The exploratory focused on geometric designs that would echo the shape of the chocolate mold and a very rich and indulgent color palette that would speak for the intense flavor.
The results: more shelf standout, enhanced premium perception, clear navigation system, and a much more appetizing look.
Client: Red Bull North America
Innovation + Packaging Design
An ongoing and fruitful collaboration with Red Bull North America has brought to life most of their innovation program via packaging design.
Some concepts have been launched with great success, such as Red Bull Edición Limón (targeted to hispanic consumers) and Red Bull Sugar Free Edition.
Other initiatives like Red Bull WATER and Red Bull SPICED Edition remain as concepts today and in testing phases.
Client: My good friend Saab
Branding
Look and feel for a speakeasy in the Lower East Side of Manhattan. The objective: to create a world class look for a "secret" mixology shrine. The disguise: A theater company. The inspiration: Victorian fantasy, art deco, travel, luxury.
Client: Gortons Inc.
Branding + Packaging
Creation of a new brand from scratch under Gortons Parenting.
Hook, Line & Savor is an allergy-friendly, all-natural line of prepared frozen fish meals. A gourmet twist on classic crowd-pleaser recipes.
Client: Nestle Waters North America
Branding + Packaging Redesign
Brand revitalization with emphasis on freshness and the local aspect of the brand. Leverage origin as the main RTB (From the north east. From Maine)
Increase awareness of the brand among millennial consumers.
Calligraphy Chalk Mural
During the difficult times we are living, creativity for me is a healing power, a source of energy that keeps my world spinning :)
Never stop creating!
Client: Panera at Home
Branding + Packaging Revitalization
Strengthen Panera’s competitive position in the sliced bread aisle by refreshing packaging to Increase brand awareness. Improve shelf impact. Elevate & differentiate by leaning into the brand’s bakery heritage & expertise
Client: Nestle Beverage Group
Branding + Packaging Redesign
Establish a new brand architecture across base, premium, specialty and seasonal products.
Reclaim leadership in the category. Bring the brand up to speed with the renaissance of the coffee category.
Contemporize and maximize appetite appeal.
Client: Kayem Foods
Brand Revitalizing + Packaging Redesign
Al fresco is the leader brand in the ready-to-eat chicken category.
The ask was to revitalize the brand and modernize the packaging with focus in convenience (fully cooked chicken), real chicken/ingredients and usage-occasion suggestions.
Client: Genomind
Brand Visualization
Genomind is a unique personalized medicine platform that brings innovation to healthcare by analyzing and decoding the human genome to prevent and/or manage certain mental health conditions.
The brief called to develop a high-level brand visualization for Genomind that enhances the premium perception, quality and trust of the brand.
The Initial focus was on the clinical brand story for GenoMind Professional (PGx) which is targeted to physicians and professional wokers in the field.
The visual stories that bring the Genomind brand to life had to include Key Visuals, Brand Taglines and branded FedEx envelopes.
Client: All-Star Brands
Brand Positioning, Branding & Packaging
Pain Cakes are stickable ice packs that allow you to keep moving. The task was not only to create a branding and packaging for this product, but to shape up the core values of the brand. We were tasked to define the brand from head to toe.
Step 1 was to design and assemble a Brand Positioning Development Workshop with the owners of the company, marketing team, creative team and sales team in order to get to get down to the core essence of the brand.
Step 2 was to distill and interpret the information obtained in the worksop to determine key branding elements such as mission, vision, target, brand pyramid, USP, brand language, tone of voice, etc.
Step 3. Once we defined the core essence of the brand we were ready to jump into the creative phase with branding & packaging in the scope of work.
Client: TATA Global Beverages
Branding + Packaging
Helped Tetley USA developing new concepts and offerings to stay relevant in a very competitive category.
Projects like Flavors of India, Flavors of America and Black & Green were among the Innovation wing.
Client: Chelsea Haircrafters
This is best barber shop in town, and Mike the best barber in NYC but their image and public communications didn’t match that.
I helped a little with a new logo and communications, with a crafted and fun twist to the branding to target NYC’s Chelsea neighborhood crowd. The new visuals pay off the “craft” in their name.
Client: Kraft Heinz
Branding + Packaging
Collaborated with Kraft-Heinz Group in the creation of new brands and the reinforcement of other well-positioned staples within their innovation portfolio and line extensions.
Brands:
The Bold Butcher, Lunchables, Main St. Kitchen, Oscar Mayer/Deli Fresh, Instant Pot, MiO
Client: Nestle
Branding + Packaging Redesign
Re-position the brand as a “better-for-you” snack made with authentic natural ingredients.
Appeal to millennials without alienating loyal consumers.
Improve appetite appeal.
Client: Tilt
Brand Visualization
Tilt is an up-and-coming cannabis start-up. the brief was to develop 3 different brand visualizations that embody some of the thinking behind the lead brand positionings.
These concepts are not meant to be fully-baked visual solutions but a powerful tool that allowed the brand team and design team to begin a dialogue on the visual foundation for the brand, using these visuals as inspiration for the brand’s visual language.
Client: FUJIFILM Holdings Corp.
Packcept Concepting
Fujifilm recently acquired a fertilizer and bio-chemicals company, the brief was to create packaging concepts for a cannabis fertilizer: Hy Meadows - Bloom. It should look professional, efficacious, authoritative (somewhat scientific) and contemporary.
Client: TATA Global Beverages
Branding + Packaging
Series of packcepts developed in true collaboration with TATA’s innovation department.
Some of these concepts and positioning are being tested as we speak.
Client: Church & Dwaight
Packaging ReDesign
Base Brand Detergent:
Increase brand relevance among target consumer including millennials. Establish a more attractive & contemporary expression for Arm & Hammer fabric detergent. More organized and less cluttered. Better communicate detergent’s scent.
Eco-Detergent:
Establish a natural and eco-friendly yet efficacious look for their “Pure” offering to be sold exclusively in the Club Channel (Costco)
Client: Nestle Waters
Branding + Packaging
Special edition for convenience store and 7 Eleven. Inspiration: Ice, cold, mountains, sky resort, Colorado.
Client: Nestle USA
Seasonal Packaging
Special edition of premium chocolate and truffle boxes for the Holiday Season. Heavy influence of traditional Christmas cues. Intended to be a giftable item.
Client: Nestle
Packaging Redesign + Brand Architecture
Evolve the brand to appeal to a young adult target and establish a brand architecture that early adapts to future innovation.
Retain branding equities across the entire portfolio.
Client: Carib Brewery
Branding + Packaging Revitalization
Revitalize and face-lift the most popular beer in the Caribbean Region. The brief was to clean, simplify and activate branding and packaging, changing the perception of the product from a “heavy” beer to a light and refreshing one, increasing consumption per session per person.
