Sweet Marilyn
Project Overview: Building a Retail-Ready Brand System
The Challenge: Sweet Marilyn needed a complete visual identity to move their handcrafted product line into competitive retail stores. The goal was to instantly build consumer trust and stand out on crowded store shelves.
The Leadership Role: Creative Director & Brand Strategist
The Scope: Complete brand system including logo design, packaging engineering, a brand style guide, and an easy-to-manage website layout.
Illustrator
Brand Identity & Visual Strategy
Identity Foundations: Balancing Heritage and Modern Appeal.
I created a clean, memorable logo that honors the brand’s authentic roots while making sure it looks professional in a retail setting. The icon and typography were built to be highly versatile, ensuring they stay crisp and recognizable whether they are shrunk down for a website icon or scaled up for physical storefront signage.
Mood Board
Phase 1: Conceptualization & Sketching
Phase 2: Typography & Logo Refinement
Phase 3: Logo Finalization
Illustrator
Business Stationery
First Impressions You Can Feel
A business card is a physical extension of a brand. I used a double-sided layout to balance clean design with practical function. The front features a bold, clean visual mark for instant recognition, while the back uses clear, structured typography to display contact details elegantly.
Illustrator
Product Packaging & Functional Design
Smart Packaging Built for Trust and Retail Success.
Developed a cohesive packaging system that looks uniform across different product sizes, specifically matching 1.5oz and 6oz jars.
Beyond making the labels visually appealing, I intentionally integrated custom, tamper-evident security strips directly into the artwork layout. This required the creation of a custom die-cut. This design choice simultaneously protects the physical product, meets retail safety standards, and elevates the premium, artisanal feel of the jar on the shelf.
Phase 1: Label Concepts
Phase 2: Custom Die-cut
Illustrator
Brand Guidelines & Long-Term Consistency
The Brand Style Guide: Keeping the Look Consistent.
To protect the brand as it grows, I put together a straightforward, easy-to-follow style guide. By mapping out exact rules for logo usage, color palettes, and fonts, this document serves as a roadmap. It ensures that any future designer, printer, or employee can produce new materials that always look consistent and professional.
SquareSpace | Illustrator | Canva
Digital Website System & Client Autonomy
Web Layouts Built for Easy Updates.
The client needed self-building options for their Squarespace platform, so I designed and organized a few modular layouts within Squarespace. This allows the client to safely add new content and scale their online store independently, keeping the website looking beautifully on-brand without needing daily design help.
