Print & Packaging Design
Blue Marble Brands
The Challenge
Designing packaging and assets for a portfolio of natural, purpose-driven CPG brands
Blue Marble Brands managed more than 15 natural and organic CPG brands, each with its own identity and design needs. My role focused on designing packaging and marketing materials that captured each brand’s voice while maintaining consistency, compliance, and efficiency across the portfolio. From dielines and FDA-regulated labels to trade show booths, swag, and sales collateral, I helped create physical touchpoints that brought the brands to life.
MY ROLE
Lead Designer & Production Designer
TOOLS
Adobe CC, Basecamp, Robohead, Photoshoots
KEY GOAL
Build cohesive, on-brand packaging and marketing assets
The Approach
Bringing these brands to different packaging and marketing tools required both creativity and consistency. During production, I made sure labels met brand standards, FDA requirements, and print specifications. When it was time to introduce fresh ideas, I looked for new ways to make our brands stand out, like creating chocolate chip cookie-scented materials for a holiday promotion. As I worked on conceptual designs, I always kept the final goal in mind and planned layouts for smooth production.
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Multi-Brand Packaging
I created packaging for 15 unique brands that honored each product’s identity while remaining consistent with brand guidelines, print specs, and FDA compliance requirements. Whether I worked on a product from the production phase or from the very start with leading concept art, I always turn into proud-mom-mode when I see products out in the wild (on shelf)!
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Creative Direction & Photoshoots
I led and styled in-house shoots and partnered with external photographers to produce some seriously drool-worthy imagery to help bring our brands to life; after all, there is only so much a jar of nut butter can do on its own. These assets were the foundation for packaging visuals, social campaigns, and trade show graphics, building consistency and craveability across every channel.
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Concept Development
Curiosity and the idea of “why not” fueled my process from exploring emerging flavor trends to attending events like the Brooklyn Hot Sauce Expo (for research... Ok, ok, ok, and samples). I led early visual and competitive research, created concept boards, and collaborated with teams, such as operations and supply chain, to turn insights into brand refresh or campaign concepts grounded in data, category opportunities, and that “little something special” that we designers can sense.
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Brand Activation
From trade show booths to branded swag, I designed for real-world spaces where teams and consumers interacted with the brand, exploring other ways for our brand to connect with people who either loved it or hadn’t tried it yet. I even spray-painted my own sign for our brand, Koyo, to bring its grungy goodness to life at a tradeshow. It’s giving life.
The Outcome
We organized a complex portfolio so each brand could stand out, while shared standards made it easier for teams to work together and get things done faster. The updated systems, visuals, and tools helped everyone stay on the same page and feel proud of how their brands looked.
Reflection
Every brand had its own story, but the process was the same, listen, learn, explore, and design systems that make meaning out of difference.