Role: Creative Director, Brand Designer, Packaging Designer, Art Director
Tools: Adobe Illustrator, Adobe Photoshop, Pantone Connect

With only one directive—“upscale”—I developed a complete brand and packaging concept for the launch of our first private-label kitchen textile collection in Macy’s stores. This included designing the collection logo, selecting a refined neutral color palette, directing the product photography, and creating the entire packaging suite from the ground up.

I revived Garnish + Inspire, a previously unused name and logo concept that had remained a favorite, waiting for the right project. It became the perfect match for this elevated kitchen collection. I also selected an 800gsm heavyweight ivory paper stock to pair with the thick twill textiles, creating a rich tactile experience that mirrored the product’s quality.

Since the line would be table merchandised, I researched and determined the most effective packaging formats for each item. I designed custom structures—including secure wraps for aprons and runners—that eliminated the use of barbs, protecting the textiles from any damage while maintaining a high-end presentation and still retail appropriate.

In addition to the structural design, I directed the photography featured on the packaging, ensuring the visuals aligned with the clean, upscale aesthetic and communicated product use and texture clearly.

This collection, tailored specifically for Macy’s, received exceptional feedback and was requested for reuse in the Holiday collection following its debut in Fall 2024.

Highlights:
– Created the full brand identity including name, logo, and color palette
– Researched and developed custom packaging formats and materials
– Sourced premium 800gsm ivory paper stock to elevate presentation
– Directed photography for packaging to reflect brand tone and product quality
– Eliminated barbs from packaging to protect product integrity
– Packaging was requested for reuse in additional Macy’s seasonal collection

Scope of Work:
– Brand Identity Creation (Name, Logo, Color Palette)
– Packaging Design & Format Development
– Photography Art Direction
– Paper Stock Selection & Material Sourcing
– Retail Display Strategy for Tabletop Merchandising
– Creative Direction, Art Direction & Print Production Management