Visual identity system and packaging for DASANI Sparkling, a naturally flavored, zero-calorie, lightly carbonated sparkling water. Since its launch in 2014, the DASANI Sparkling family has grown to offer a wide range of refreshing flavors. Unique fruit illustrations and sleek, silver packages elevate the brand through a streamlined and sophisticated look that maintains a connection to the parent brand. The can packs prominently showcase flavor through use of color and large fruit graphics, and the effect is amplified by the billboard effect when packs are merchandized next to each other on shelf.

A collaboration with Moniker.

An updated look for the smartwater brand, including packaging for two new product lines: smartwater sparkling flavors, and a wellness line consisting of smartwater alkaline and smartwater antioxidant.

To identify and differentiate said innovations, the bottles feature a secondary droplet containing product-specific patterns and colors to cue benefits and flavor. The metallic alkaline and antioxidant labels feature a tactile, tone-on-tone pattern to cue the wellness benefits of this line, while the sparkling flavors bottle feature a tactile rising bubble pattern to cue effervescence and flavor.

A collaboration with Anomaly NY.

Package designs for Coke, Sprite, and Fanta imported from Mexico. Leveraging an authentic Mexican heritage, the visual language is inspired by “papel picado,” a traditional Mexican folk art form that uses cut paper to create elaborate designs. Brand-specific iconography is hidden within the patterns to give each brand its own story and unique personality.

A collaboration with Turner Duckworth.

Limited Edition promo packaging suite (50+ packages) for Coca-Cola’s trademark brands, including athlete illustration.

The summer Olympics is the single most viewed event in the world, and Coca-Cola is the longest continuous corporate partner of the Olympic Games. Leveraging the global Coke + Olympics visual identity and the overwhelming passion around Team USA, I designed a packaging suite to refresh, uplift, and inspire fans leading up to the Games. Package designs were anchored by silhouettes portraying our Coca-Cola "6-pack of Athletes" who brought the broader campaign to life via Olympic-themed packaging.

A gender-neutral packaging concept for Proactiv Solution, an acne treatment system. The new bottles were designed to appeal to teenagers—Proactiv’s target market—by utilizing the more sophisticated look of a beauty product in place of its current “medical” appearance. The minimalist design highlights Proactiv’s very simple 3-step process, and the geometric, interlocking numbers suggest that each step is akin to a puzzle piece; integral to the completion and efficacy of the system.

Packaging design for Coca-Cola Georgia Peach and Coca-Cola Raspberry, the company’s first foray into the modern craft beverage space. Sweetened with cane sugar, these two new products infuse the timeless taste of Coca-Cola with unique local flavors sourced from these regions.

A collaboration with Turner Duckworth.

Concept identity and packaging system for Jack Black, a brand of high-end grooming products for men. I created a new, more masculine logo for the brand and based the packaging around its triangular shape to further brand recognition and to set Jack Black products apart from others on department store shelves. Individual Jack Black lines (hair, face, lip, shave, and body care) each have their own distinguishing color to simplify the shopping and consuming processes. The triangular boxes can be stacked and nestled for efficient shipping and to create eye-catching store displays.

Promotional Sprite packaging for the limited-edition Fresh Faces Series. Building on the successful Obey Your Verse program, the brand expanded beyond music in 2018 to feature five of the freshest, up-and-coming creators in hip-hop culture. The marketing campaign featured the packaging prominently, bringing to life all 5 influencers through engaging content that combined live action and animation. Consumers could scan their cans and bottles for exclusive artist content and refreshing prizes.

Original illustrations by Do Sung Hwang.

A rebranding concept for the Toronto Raptors, Canada’s only NBA team. The primary logo is a fresh, striking symbol that embodies the brand’s values of community and loyalty in its use of the Canadian maple leaf as part of the claw. The secondary logo speaks to the team’s determination and aggressiveness. The new branding promotes fan camaraderie through its community-centric slogan “The Hunt Is On,” and the dinosaur scale pattern references teamwork as many smaller pieces come together to create a stronger whole.

LakePoint Sporting Community is on track to be one of the world’s largest and most unique destinations for travel sports. LakePoint's 1,300+ acres will feature sports venues for over 30 sports and amenities like onsite hotels, restaurants, themed retail, bowling, zip-lines, and water parks.

I designed a more modern, robust logo for LakePoint that conveys athleticism and determination. The new logo pushes boundaries to communicate to each of its core audiences (athletes, parents, coaches, partners and businesses) that LakePoint is cutting edge, progressive, daring, and unique; that excellence is achieved by stepping out of the comfort zone. I was motivated to create a mark that feels contemporary but resonates like an established sports brand, so that it holds its own among LakePoint's large corporate partners.

The website and mobile app feature flat design and a minimalist approach for easy navigation.

Atlanta is the home of Coca-Cola, and there was a desire for locally relevant content and messaging in high-visibility places like Hartsfield-Jackson Atlanta International Airport, The Georgia World Congress Center, and Philips Arena. I developed an Atlanta-specific visual identity system inclusive of word marks, icons, and a cityscape refinement, that could be scaled and leveraged across various activations.

Concept for Whole Foods’ annual report. The idea that “Wellness is Wealth” perfectly represents the company’s mission to create value for all of its stakeholders by promoting wellness in its customers, team members, and the environment. Whole Foods knows that growth for its customers means growth for the company.

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Fragmented

Concept magazine spreads for an article about the life of one woman with over 100 separate personalities. The imagery and layouts aim to capture her fragmented mind and the disjointed nature of her daily life as she copes with unpredictable switches between her different personalities.

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Me Talk Pretty One Day

Book design concept for a series of essays taken from David Sedaris’ Me Talk Pretty One Day. The selected essays chronicle the author’s move to Normandy and his hilarious trials and tribulations while attempting to learn the French language. Illustrations by Natalie Nelson.

Please click here to view the entire book.

A series of simple animated GIFs for various Coca-Cola brands.