Role
Art Director | Principal Designer
Art Director | Principal Designer
Function
Concept + Brand Development | Package Design | Photo + Art Direction | Illustration
Concept + Brand Development | Package Design | Photo + Art Direction | Illustration
Objective
Developed private label brand identities and packaging across multiple product lines for a national retail chain, ensuring each line competed effectively on shelf against established national brands.
Developed private label brand identities and packaging across multiple product lines for a national retail chain, ensuring each line competed effectively on shelf against established national brands.
As part of Family Dollar's private brands department, I developed and maintained packaging and brand visuals across a diverse range of product categories including seasonal, pet, automotive, hardware, food, and household lines. Each private label brand required its own distinct visual identity while remaining cohesive within the broader retail environment.
Every packaging decision was grounded in colour psychology, competitive shelf analysis, and an understanding of customer purchase behaviour at the point of sale. The goal was not just attractive design but shelf-ready design, packaging that earns attention in a crowded retail set, communicates its value proposition in seconds, and drives purchase.
Work spanned the full packaging development process from initial brand concepting through photography art direction, illustration, and final production-ready files across a high volume of SKUs simultaneously.
Concept + Brand Development | Illustration | Art + Photoshoot Direction | Principal Design