I’ve had the privilege of working with some storied franchises. It has been a pleasure designing with iconic characters and marrying them with merchandise.

CMF is an oft overlooked way brands can build distinction for their products. Finding the form that most resonates with a brand takes time and investment but yields exponential returns.

Packaging should always keep the core product experience in mind. Too often, companies rely on existing structures to house their products, leading to suboptimal performance and consumer frustration.

I lead the design, sourcing and packaging production for the Swiss Miss Gifting business at Conagra.