↩
Peet Bros' mission is to use only pure and minimal ingredients in their bath products. While other bath brands commonly use a long list of harmful ingredients, Peet Bros relies on their own key ingredients, which include olive oil, shea butter and CBD oil. Our role at CBX was to develop a brand mark and package design that reflects Peet Bros mission and the purity of their ingredients. The result was a brand mark, inspired by the creator's signature, that conveys the care they deliver in every product and a package design that clearly displays the product's key ingredient in a minimal, succinct manner.
CBX was approached with a new-to-market cannabidiol (CBD) oil that aims to restore, provide balance, and improve various physical and mental conditions. Our team was tasked with creating a brand name, a brand mark, and a package design that reflected the healing qualities of this product. Ultimately we selected the name "Bavah," a word derived from the Sanskrit term "bhavah," which translates to rebirth or reincarnation. The brand mark's drop shape reinforces the power of a single drop of Bavah CBD oil, and is supported with royal purple and gold colors that signify its quality. These elements, combined with simple and elegant packaging reassure the consumer that Bavah will aid in their health and wellness journey.
Cargill, one of the largest food suppliers in the country, wanted to enter into the rising salmon market. They believed that salmon should be reliably sourced and traceable from farm to table, ensuring that customers have healthy seafood of the highest quality. Our role at CBX was to create a brand identity and brand story reflecting this belief. Our exploration of a range of concepts resulted in a brand mark that resembles a topographic map, a nod to the product's traceability, while also resembling moving water and the visual of a salmon filet. The study also included an array of different branding applications, including clothing, sales materials and a new website.
To compete with the rising popularity of other refrigerated cookie dough brands, Pillsbury was ready to update their cookie dough packaging. CBX knew that the best way for Pillsbury to distinguish itself from its competitors was for Pillsbury to do what it does best: celebrate the fun that comes with baking at home. The result was an eye-catching simple design featuring the Pillsbury doughboy against a backdrop of vibrant color and a pattern that illustrates the joy and comfort of baking cookies.
With the previous design, Pillsbury consumers had difficulty navigating the variety of canned dough products on the shelves. Crescent rolls, biscuits, cinnamon rolls, and pizza dough in over 30 varieties looked similar next to each other. We created a modern aesthetic design for the Pillsbury brand that increases ease of shopping for Pillsbury products. In addition to the traditional horizontal display, many retail stores arrange the cans vertically. The final design solution provides information both horizontally and vertically. The new design simplifies the graphic elements from the former style and creates consistency among the Pillsbury products.
Much of my work as a designer at CBX has consisted of developing private label packaging for the club store, BJ's Wholesale. The warehouse chain predominantly operates along the East Coast and has two private label brands: Wellsley Farms for their grocery items, and Berkley Jensen for their household items. My task with these brands has been to extend and develop its packaging across hundreds of products, collateral and advertisements. Responsibilities while working on this project include maintaining brand equity while extending out to new product categories, mastering the two brands' identities, and abiding various print standards and regulations.
One of the first projects I worked on at CBX was developing a campaign for an internal competition for Gatorade's 50th anniversary which would later be pitched to Pepsi Co. As part of CBX's masters program, teams and mentors competed to develop a campaign identity that would span across multiple platforms. Our team's concept was lead by the slogan "No Shortcuts," celebrating the hard work athlete's have put into reaching their goals and how Gatorade has helped them on their pursuit for the last 50 years. Some applications of the campaign included a limited edition bottle, a website and mobile app that lets users share and track their goals, mall installations showing the history of Gatorade, and Superbowl installations, where the campaign would launch.
