A collection of Vanish work, including a wide assortment of packaged items, catalog spread, iconography, and logo mark that is used throughout the branding

VANISH

01 / AREAS OF FOCUS

In 2018, Vanish was its parent company's first foray into sub-branding as a way to diversify a large assortment of product offerings categorically. I spearheaded all creative initiatives and development for the new brand, listed below. Vanish's success after the first year from both buyer and retail customer response led to the decision to widen the sub-brand assortment to over 20 unique brand identities in the following years.

  1. Branding and creative style guide to ensure consistency across platforms
  2. Retail packaging design, on-brand structural updates, and execution for approximately 75 existing product skus
  3. Icon language development
  4. Catalog and other sales and marketing collateral‍
  5. Assistance with product and lifestyle photography direction
Vanish brand logo mark
Dieline and artwork for Vanish headnet item

02 / DEEP DIVE: PACKAGING

  1. Application of new branding to 75+ existing items
  2. Packaging structure and dieline design across a variety of packaging sizes and formats -- see Deeper Dive below
  3. Worked directly with Product Development to refresh features and callouts listed on packaging
  4. Creation of almost 100 unique stylized icons
  5. Bilingual translation and application
  6. Licensing partnerships
  7. Legal requirements and warnings, including Prop 65
  8. Direct communication with domestic and overseas vendors to ensure proper execution
  9. Physical mock-ups for use in meetings pitching the new brand to buyers
Dieline and artwork for Vanish camo tape item

03 / PACKAGING DEEPER DIVE: STRUCTURAL UPDATES & IMPACT

As a brand new identity in the retail category space, it was important to reevaluate the packaging structure for each item and make improvements for the biggest impact on shelf. We needed to make sure that Vanish stood out and looked premium visually, but also elevate it enough to tip the customer into taking the chance on a new brand.

  1. Focused on removal of blisters, clamshells, and plastic packaging to give a more premium feel compared to the competitors
  2. Incorporated the brand's "V" logo mark into the dieline of each item. The unique diecut was used as a way to feature the camo or fabric and invite the customer to pick up the item and feel/interact with the product
  3. Adding this repetition of the "V" logo mark also helped increase consistency and recognition of the new brand
  4. Designed more engaging structural dielines than direct competitors in the category. For example, the camo tape packaging on the left is much more engaging to a customer than simply putting the item in a cheap blister
  5. Unique stacking POP displays and other merchandising solutions that enhanced the customer buying experience

THERE'S A WHOLE LOT MORE
WHERE THAT CAME FROM

04 / LET'S GET IN TOUCH

Give me a shout below if you'd like to see more of my work, want me to design your next big project, or just to say hi and ask about my big, goofy doggo.

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