Art Direction & Lead Packaging Design
During my tenure at Olivia Care, I managed the entire product design journey, spanning from initial concept ideation to the ultimate product realization. While collaborating closely with our marketing teams, I conducted thorough market research, generated initial design concepts, and devised compelling narratives for our products. Once design directions were established, I took charge of crafting production-ready artwork as well as delivering final renderings and photography for both web and marketing purposes.
Core Buyers:
TJ Maxx, Burlington, Ross, Bealls, Target
Roles:
Art Direction, lead packaging design, photoshoot direction, brand curation, website concept, web research, research analysis, design prototyping, product finalization oversight
Tools:
Google Docs, Illustrator, Google Sheets, Adobe Dimension, Canva
Team:
Myself, Cami Saunders, Gabi Perez
Duration:
Late October – Mid-December 2022
Brand Guide
Olivia Care caters to a diverse customer base with unique aesthetic preferences. To offer tailored product concepts that align with the client's requirements, I needed to preserve a distinctive brand identity across a wide spectrum of product designs.
Main Logomark
Our main logomark was meticulously crafted to embody an organic and traditional aesthetic. Its main elements are chosen to evoke a sense of timeless authenticity, allowing it to resonate with our audience and convey a deep connection to our heritage and values.
Secondary Marks
Secondary mark logos maintain brand recognition while enhancing readability and scalability. These simplified and versatile versions of a primary logo offer flexibility and adaptability across various applications and platforms. They are especially helpful in adapting in today's digital age, where logos must function effectively at different sizes and on diverse media.
Brand Callouts for Product Packaging
Our callouts have proven to be invaluable in swiftly conveying the numerous benefits of our products to our valued customers. These succinct and attention-grabbing messages serve as effective communication tools, highlighting the key advantages and features that set our products apart. In a world where information is fast-paced and attention spans are short, our callouts have become essential in making our products stand out and resonate with our audience.
Color Palette: Earthy Muted Tones
Our earthy, muted color palette was thoughtfully chosen to reflect our commitment to natural aesthetics and sustainability. It's a harmonious blend of subdued tones inspired by the environment. What makes it truly versatile is its adaptability to cater to the diverse preferences of our buyers. Whether it's a touch of warmth or a hint of tranquility, our flexible palette allows us to create products that resonate with a wide range of tastes while staying true to our eco-conscious values.
Photo Shoot Collaborations
At Olivia Care, our photoshoots revolve around the collaborative mood boards I create. Subsequently, I orchestrate and oversee the entire photoshoot process, providing guidance and direction in alignment with our brand guidelines. Additionally, I have taken the lead in directing and curating photoshoots alongside our social media team, led by Olga Shokraie.
Finalized Products
Our final renderings, expertly crafted using Adobe Dimension, epitomize clean and simple product imagery designed for versatility across various platforms. These visuals, from websites to social media, ensure a consistent and appealing brand presence. They are thoughtfully paired with informative graphics that highlight the benefits of our products, enhancing the user experience and conveying value effectively. These visual elements create a compelling and memorable brand story for our audience.
Secondary Brands
Our secondary brands were born from our commitment to providing our buyers with an even broader array of choices as we expanded our offerings. Each secondary brand represents a unique facet of our identity, offering product lines that cater to different tastes and needs. These brands were crafted to maintain the quality, integrity, and values our buyers have come to trust, ensuring our commitment to excellence shines through in every product.
