Role: Creative Direction

Although Sur La Table’s food packaging was cohesive with the rest of its “core” private label packaging, it lacked the premium look necessary in a crowded marketplace.

In response, my team and I developed tailored solutions to transform each food category into a premium collection, reflecting the high-quality ingredients. We completed a full competitive analysis for each category and meticulously considered the product placement in the store to ensure a seamless and elevated customer experience.

Our solutions involved custom photography, illustrations, and specialty printing techniques to elevate the product and enhance its perceived value as a special and gift-worthy item.