Role: Brand, packaging, and creative direction
Scope: Packaging systems, retail displays, digital design, campaign imagery, and photo art direction
Scope: Packaging systems, retail displays, digital design, campaign imagery, and photo art direction
Making freshness visible
Freshpet’s packaging had to communicate freshness, nutrition, and trust at a glance. I helped organize the product line into a clearer system of color, hierarchy, ingredient imagery, and product information.
Building a recognizable shelf system
The packaging system was designed to work as a family across recipes and formats while giving each product a clear point of distinction. Consistent structure made the line easier to navigate in the refrigerator and in supporting communications.
Connecting package and place
Retail displays carried the same visual language into the store. Packaging, refrigerated fixtures, and point-of-sale materials worked together so the brand could be recognized from a distance and understood up close.
Extending the story beyond the shelf
Campaign imagery and digital applications brought the brand’s promise to life beyond the package. The work connected product photography, messaging, and interface layouts across web, mobile, and promotional materials.
The finished system carried from package and fixture design into the retail environment, creating a recognizable Freshpet presence at shelf.
