BRANDING, PACKAGING & PRODUCT
2011 - 2026
Over the past 15 years, I’ve worked across branding, packaging and product design for global consumer and retail brands including Hasbro, Nickelodeon, and Dr Seuss. My experience spans brand creation, licensed product ranges, packaging systems and production artwork, taking projects from early concepts through approvals, supplier liaison and manufacture.
POSITIVE POTATO
Brand creation • Product development • Packaging systems • Cutter guides • Mock-ups
I led the creative development of Positive Potato from a viral handmade toy into a complete retail-ready brand, working closely with the original creator and PMS buyers. I developed the visual identity, character illustrations and packaging system, then expanded the range across plush, stationery, gifts and lifestyle products, alongside POS and marketing collateral for international buyers. The brand was presented at major trade shows in London and New York, supporting plans for worldwide retail rollout.
HASBRO | MONOPOLY & CLUE PRODUCT DEVELOPMENT
Licensed product development • Concept design • Production prep
I developed a range of 25+ licensed products for Monopoly Lifesized in New York and the upcoming Clue Lifesized experience, working closely with Hasbro's creative team and the experience designers at Path Entertainment. The challenge was to translate the personality, storytelling and energy of each experience into merchandise that felt genuinely connected to the worlds guests had just visited, rather than standard branded souvenirs. I developed more than 50 concepts across toys, stationery, gifting, accessories and apparel, refining selected products with licensors and manufacturers through to production.
NICKELODEON | PAW PATROL LICENSED PACKAGING
Cutter guides • Packaging systems • Licensor liaison • Retail • Mock-ups
For a four-piece Paw Patrol headband range, I developed a custom backing-card system to solve a practical retail problem: the oversized plush characters prevented the products from sitting neatly against a standard card. I designed a die-cut structure that allowed each headband to sit through the backing card, keeping the product upright, visible and easy to merchandise on hanging displays. I created the cutter guides and packaging artwork across all four character variants, worked with the licensor on brand positioning, and produced mock-ups to test the concept before preparing the range for mass production.
MuM.
Brand system • Creative direction • Packaging • Lifestyle photography • Marketing collateral • Social content • Web design
I led the creative direction for a new range of fresh juices and smoothies developed specifically for pregnancy and postnatal nutrition. Working closely with the founders, I developed the brand from its early working identity into a complete consumer-facing system spanning branding, packaging, digital design and lifestyle photography. Each product was given its own personality through colour, typography and ingredient-led imagery, while maintaining a consistent visual language across the full range and wider marketing.
LEYLAND
Retail branding • Campaigns • POS • Print design • Advertising
During my two years as Senior Designer at Leyland SDM (concluding in 2016), I helped roll out a major brand refresh across its 18-store London estate, supporting the company's move from a traditional trade-focused business towards a more contemporary consumer retail brand. I developed campaign creative, promotional systems and in-store POS, produced seasonal catalogues covering hundreds of products, coordinated product photography and worked with supplier brands including Dulux and Little Greene. I also worked closely with developers to carry the refreshed visual identity across the company's digital presence.
THE SHORTLYST
Brand identity • Art direction • Digital design • Print collateral • PR packaging • Social content • Web design
I developed the brand identity and visual language for a new beauty-services platform, creating a calm, approachable system that worked across digital, print and packaging. Alongside the website design, I produced launch collateral including appointment cards, POS materials and subscriber welcome packs, and art directed influencer PR boxes with bespoke packaging, personalised notes and branded gift bags. The result was a cohesive identity designed to build trust with both customers and independent beauty professionals from launch.
WORLD OF CARVOS
Brand identity • Packaging design • Visual development • Concept development
For World of Carvos, I developed a fantasy-led brand identity system designed to give the range a distinctive, ownable world while remaining flexible enough to grow. The visual language combines bespoke logo development, rich textures and detailed packaging graphics, creating a strong foundation that is now being rolled out across sister brands including Mystery Dice of Carvos.