PACKAGING
Nothing makes your writing look better than a brilliant packaging design. I love the moment of revelation when a brand messaging framework that you built in some doc suddenly comes to life as something so much more, thanks to the diamond-sharp vision of an ace graphic designer. It’s a humbling experience, remembering that the most you can do with a pen in your hand is write words and draw rocks.
Here are a few favorites that I’ve had the pleasure to play a role in over the past few years. Oftentimes, that’s meant sitting over someone’s very talented shoulder for long spells, softly asking if we can try tweaking this or moving that. To which the answer was almost always “Sure, can you kill three more words?”
BRUGES LIÈGE WAFFLES
Despite what Colin Ferrell said, Bruges is awesome. As are the waffles and the lovely people who brought them to the U.S. And should your fry happen to land in their Andalouse sauce, life will never taste the same.
honest kids
This proposed line of spillproof juices for Honest Kids and Minute Maid never made it to the shelf in any form. Which was a little soul-crushing—not only had we created a spot-on solution to make its functional brilliance pop off the shelf, but as the father of two young boys, I needed this product. In the never-ending battle against fruit punch stains, this was the upper hand every parent dreamed of having.. The inverted bottle design was by far our favorite, while our “safety” was a blurby delight that hit the right note between fun and function.
ACE CIDER
As a pioneering brand in the hard cider category, Ace Cider needed to add some humph to keep up in an ever growing and modern market. While their line of boldly flavored, Sonoma County-born ciders had steadily evolved with new and unexpected flavors, their identity and packaging needed cohesion and clarity, as well as a more well-defined brand story that leaned into its strengths and heritage. We put the boldness of their fruit and flavors front and center, adopting a design and overall vibe that felt prestigious, fruit-forward and unmistakably Californian.
“A crisp, classic blend for fermented apples, this smooth, refreshing imperial cider lets the fruit shine with no frills or fuss—just a clear pour that does our apples proud.”
“Double berries meet semi-dry apples in this lush imperial blend with bold fruit flavor, deep color and a juicy finish that makes a big statement without going over the top.”
“Ripe peaches and semi-dry apples come together in this lush imperial pour with sun-soaked flavor, tropical depth and a smooth finish that lingers like a warm summer.”
“The first of its kind, this crisp, golden blend of pineapple and fermented apples deliver bold tropical flavor and a smooth finish that goes down like sunshine in a glass.”
