Packaging Is
More Than a Box
For me, packaging is more than protection — it’s a brand’s first impression. Retail packaging is often the first touchpoint with a customer, shaping recognition and trust in seconds. Effective design elevates a product on the shelf, communicates its value, and reinforces brand identity, all while meeting functional requirements like durability and compliance. Done well, packaging becomes both marketing and product experience in one.
Case Study:
ProGrade Digital
Eco-Friendly Packaging Redesign
Challenge. ProGrade Digital initially needed packaging that aligned with Amazon’s Frustration-Free Packaging standards while reducing environmental impact. Traditional plastic blister packs fell short of both sustainability goals and the brand’s premium positioning.
Approach. I designed and engineered a folding sugarcane-fiber tray from scratch, applying my knowledge of thermoforming to replace plastic with a biodegradable solution. I prototyped and refined the tray to ensure it balanced sustainability with retail presentation and international shipping durability. Beyond the tray itself, I also managed vendor sourcing, tooling, and production testing to validate scalability. In parallel, I led the graphic design direction across SKUs to maintain consistent branding for Amazon and global retail partners..
Results. The project launched the first biodegradable sugarcane-fiber packaging system in ProGrade’s category, initially achieving Amazon Frustration-Free Packaging compliance. The innovation grew beyond e-commerce, becoming the foundation of ProGrade’s standard retail packaging and reinforcing the company’s sustainability mission. This elevated ProGrade as both a premium and environmentally responsible brand, setting a new benchmark in the memory-card industry. The design was awarded Patent WO2023204879A1, where I am credited as Inventor.
Learn more about ProGrade’s environmentally responsible packaging here.
Lexar By Micron
Multi-Tier Packaging Program
I developed a branded multi-tier packaging system for Lexar, tailored to different customer segments and product tiers.
Lexar Professional. For the professional content creation market, I designed premium packaging for the Lexar Professional line. Bronze, Silver, and Gold tiers offered clear differentiation, giving photographers and filmmakers the freedom to select the right performance level for their work.
Lexar Media Consumer. For mass retail channels such as Target and Best Buy, I created the Lexar Consumer line in Good, Better, Best tiers. This system helped everyday consumers quickly identify the right product for their budget and performance needs, while maintaining strong brand consistency across the shelf.
TP-Link Smart WiFi LED Bulb
Retail Packaging
I created packaging for TP-Link’s LB-130 smart bulb that made smart home technology approachable to everyday consumers. The design used clear graphics and straightforward language to emphasize ease of use, helping the product stand out on crowded retail shelves while reducing intimidation for non-technical buyers.
REAL System Y-Series
Immersive Rehabilitation
I developed packaging and supporting brand graphics for Penumbra’s FDA-cleared REAL System, ensuring consistency across hardware, VR software, and marketing collateral. The work balanced FDA compliance with compelling visual storytelling, helping to successfully introduce an innovative medical device to both clinicians and patients.
