Over the course of three years, I was the packaging designer and graphic designer for AREAWARE. A home-goods brand featuring specialty items by designers.
When first brought on, the packaging was all grey, which synchronized the brand visually but did not bring excitement and joy to its colorful items and toys. I brought it out of this generation to bring more play into it’s structured form but being subtle and thoughtful to each product while not venturing too far to not recognize the brand as a whole. Through conversation, mood boards and many iterations we were able to bring the brand into a new era and refresh old rules. As a personal goal, I pushed improve the packaging, illustrations and overall quality of the brand.
During the time of Covid, there was a huge switch of the business to sell more online. For this time, I took on photography to bring product samples to life to help decide the future of the product line. This new whimsical approach brought in the acceptance of playful imagery, creating a new tradition from its more structured Swiss origins that continues on in the current social and marketing materials.
Outside of packaging, mood boarding and brand development, I collaborated with the team to create new products, design and produce tradeshow booths, create catalogs and any other needs for events and marketing.