CHALLENGE

Wellness set out to overhaul their brand strategy and packaging design system, aiming to strengthen their market position while leveraging a brand name that naturally aligns with their mission as a pet food provider spanning for over 1K packaging components.

SOLUTION

The overhaul began with a packaging segmentation strategy to support a “master brand” architecture, leading to the growth in brand recognition. I developed a comprehensive design system to ensure consistency, seamless adaptation, and improved navigation across packaging formats and materials while protecting key brand equities across global markets. I partnered cross-functionally with external marketing, brand, R&D, and regulatory teams to execute packaging design aligned to aesthetic, functional, and compliance goals while supporting sustainable packaging initiatives. I was also responsible for weekly status meetings with 15+ global stakeholders, vendor management, facilitating pre-production meetings, and on-site production supervision.

TEAM

HBX Branding

SKILLS

Brand Strategy | Art Direction | Creative Operations | Cross-Functional Leadership | Design Systems & Architecture | Adaptation & Mechanical Management | Photography Direction | Production Coordination | Vendor & Agency Management | Budget Oversight