I'm responsible for developing and maintaining a consistent brand identity through design and copywriting. Touch points include all packaging, advertising and marketing collateral, as well as art directing food photography. I’ve especially enjoyed opportunities to evolve designs to showcase new and specialty items.

Dr. Praeger’s decided to reposition their plant-based All American Burger as a smaller, “Smash Burger” type of patty. Calling it a “Drive-Thru Burger” was a nostalgic callback, so I enhanced the effect by including a diner-style marquee name block and retro car graphic into the design evolution.

I developed a new-look packaging sleeve for Dr. Praeger's limited edition Farm Stand Cauliflower Burgers. The design highlighted the fact that they were made with locally sourced vegetables and a portion of sales was donated to locally to help fight hunger. The products were launched in the Hamptons in the summer of 2020. Based on the positive reception the product received, Cauliflower Veggie Burgers was added to the regular product line while maintaining its special, veggie-forward design to highlight our continuing charitable contributions.

The successful launch of our plant-based Perfect line led to our first slider products and our first venture into single serving packaging. My goal was to showcase our sliders as a premium product, adapting our Perfect look to a much different type of packaging while maintaining visual appeal.

When we decided to go big with our popular Spinach Littles, the challenge was to design for a whole new shape and packaging material, yet maintain the recognizable look that parents have come to know and love.

As part of a PR campaign for Mother’s Day, I created a limited-edition package that featured large-sized versions of our recently launched Chocolate Littles, highlighting the surprising indulgence of a veggie-packed product.