For this project I worked to concept new packaging design for The Coffee Bean & Tea Leaf. This project was sparked by the brand refresh that occurred in 2016. Although the company received new branding, the soul of their brand did not change. The packages were designed crisp and clean to reflect the new branding, but the illustrations capture the warm and approachable quality that has been around since the launch of Coffee Bean in 1963. For the illustrations, I had the pleasure of working with the talented LA based illustration team, Down the Street Designs. Their creative passion for this project was inspiring and truly brought these packages to life!

Project: Deep Relief Acne Treatment Campaign

Role: Art Direction

Description: Collaborated closely with my teammates to concept photography for the launch of Murad's Deep Relief Acne Treatment. I worked to create mood boards, shot directives, prep & attend the photoshoot, as well as create assets for all digital platforms including site, paid media, CRM and print signage for an in-person brand launch event.

This Spring seasonal campaign combined many new and exciting flavors for our guests to try. A bold twist of dark chocolate was added to our cold brew and our limited edition Irish Cream drinks were such a treat, they were found at the end of the rainbow. Alongside these delicious drinks, we rolled out our new reserve coffee packaging which featured a dark label with a pop of color to indicate various flavors.

My role during this seasonal campaign was to develop and direct the design. I oversaw and executed all elements of this project from concept to post-production. This included creating mood boards, organizing shot lists, planning and leading photo shoots, retouching call-outs, photo editing and final project execution.

This two part project was an assignment for the global lifestyle brand Tastemade. The first ask was to create digital assets for a variety of products sold online at their shop. Choosing colors, pictures and writing copy was a fun challenge for these particular products. The second part of the assignment was to create a fun campaign around Halloween. Tastemade may be a lifestyle brand, but they are most well known for their food inspiration. I took the idea of a foodie Halloween and ran with it. These pieces were a blast to dream up and illustrate.

During my time at Hotel Emporium, I worked to create innovative designs in the competitive business of hotel amenities while leading the design team to ensure customer focused and cost effective proposals under tight deadlines.

For too long, The Coffee Bean & Tea Leaf has only had one espresso roast. It’s polarizing effect on guests left our product innovation team to wonder, how can we capture tastebuds across the entire espresso drinking market?

Introducing, the new Ethiopian Light Espresso. Single origin sourced, locally roasted, and ground on demand, this espresso is as fresh as it gets. With a subtle sweetness, this light roast was designed to compliment each beverage without the need to add additional sugars. It’s bright, bold and balanced for the perfect morning boost!

It’s easy to get caught up in the hustle and bustle of the holiday season. Shopping malls crammed with consumers trying to find the perfect gift and people fighting over parking spaces. It can all be overwhelming and sometimes we lose sight of what the holidays are really about, being grateful and sharing time with the ones we love.

This season we would like to capture the idea of gratitude. By showing our guests we are thankful for them, we hope to encourage and spread this positivity far and wide. So let’s take some time this season to craft goodness and gift grateful.