The Tooth & Nail packaging was inspired by the work of John James Audubon. His original drawings are re-colored and printed on metallic paper to give this label its premium feel while white ink accents enance the tactile quality at shelf, adding another layer of intracate detail.
Stamps (with styles that vary between wine varietals) are added atop the illustrations.
The back label reveals the history of the illustrator and gives context for the individual illustrations, often scenes of animal struggle.
The original Tooth & Nail branding was used throughout a variety of subsequent releases in addition to a winery, which carries the same name.
Fadeaway Wine Branding and Packaging
Fadeaway Pinot Nior was created exclusively for Trader Joe's. Brand name, label, copy, and case were all part of this project; together they give the brand its distinct feel.
The label has a poster-like feel with a notable use of negative space. Three colors (red, cream, black) printed on white textured paper attract the eye to the brightness of the woman's slip when the bottle is on shelf. The design in conjunction with the printing technique give a vintage, slightly-distressed textural appeal to the label, making it feel premium.
The Fadeaway case contains 12 bottles and uses white and black ink on kraft cardboard. The illustrations on the case feature a crackle texture and are an extension (rather than replication) of the label. No two sides of the case are the same. When stacked together they form an impressive display.
Dr. Scholl's makes many different kinds of insoles and foot care solutions for men and women. Historically, they've used pain as the crux of their marketing efforts; often casting their own customers as blue-collar workers.
When Razorfish was asked to re-approach how this household-name-brand operated within the digital space, we discovered an important insight: aspirational outcomes as a key reason why people use Dr. Scholl's products. People wanted to effortlessly go about their day and do the things they loved without even thinking about pain. They simply wanted the Power to Move.
The Power to Move campaign consisted of a complete website redesign in addition to conceptualization of strategic uses of content, social media planning, and incorporation of User-Generated Content.
As Creative Lead for this project I created a custom-tailored visual language for Dr. Scholl's that would both both leverage their brand equity and feel fresh and edgy for the digital medium. I planned how the content of the site would come to life and worked closely with UX and design teams to oversee the production of the creative and design work.
The result is an elegant design that completely shifts the way that users interact with the brand online.
Alta Maria Wine Branding
The artwork for Alta Maria Vineyards features hand-hewn iron nails used by homesteaders in Santa Maria before the Industrial Revolution introduced mass-produced, machine-cut nails. Despite its lowly function, each nail is unique from the next according to the conditions in which it was made and the expertise of the craftsman.
The nails featured in the high-contrast photographs on these labels were found in an old structure on the vineyard property.
The Alta Maria labels are printed on an offset press. A heavy deboss and Eggshell Felt paper create a noteworthy textural experience when the bottle is held.
This wine can be found in wine shops all over the country, is poured at Maestro’s Steak House, and recieved 93 Points, from Wine Enthusiast (2008 Pinot Noir).
In 2012 the Rosetta brand got a refresh, but the agency needed to address the voids caused by differences in background, industry, and geography. Brand Guidelines was created as a solution to provide every team member with access to the tools they would need to maintain the agency’s new look and feel from print pieces to pitch decks.
As Art Director for this project I collaborated with designers, developers, and key brand stakeholders to build a library that attempted to provide Rosetta employees with not only the most frequently sought-after brand elements like logos, fonts, and templates, but also a repository of knowledge that could propel the new brand foreword.
Tribunal Wine Branding
Tribunal Red Wine was created as a private label for a national grocery chain. The retailer (notorious for their wine selection and discerning product selection) inspired the design for the Tribunal brand.
The label was printed with three colors as well as a spot varnish (the varnish is present on wine bottles, glasses, and spectacles).
In addition to creating the design for this label, I also wrote the copy featured on the back label and created a unique shipper for the bottles with a design that wraps around the full 360 degress of the box.
The initial production for Tribunal in 2011 sold out in around three months during the holiday season. Production quantities for this wine have grown throughout the years as Tribunal continues to receive positive attention from bloggers and wine enthusiasts.
Adobe Site + Video
Adobe needed to tell the story of their unique approach to commerce and showcase the capabilities of their Adobe Experience Manager. Showing is easier than telling, so we created a short video highlighting how the Adobe Experience Manager could strengthen a brand wile simultaneously providing a fun, relevant, and hassle-free shopping experience for the consumer.
As Art Director for this project I oversaw the overall look and feel while simultaneously insuring even the smallest details were considered in design. I created the interface of the online Peabody store used by the shoppers. This included product selection, photography direction for product photos, wardrobe selection for Peabody store models, and Creative Direction for the interactive video highlighted within the Peabody online store. I also created interfaces for the QR scanner used in the store as well as the “Peabody SmartStore” used by the retail worker in the video.
In addition to designing these commerce elements I provided Art Direction for the video itself. This included designing two sets (the apartment and retail store featured in the video) as well as selecting the wardrobe worn by the talent.