Turn heads, win hearts, rule the shelves.
I help food & beverage companies build an image that can compete with the big brands, attract buyers from major retailers like Whole Foods, and drive sales with legions of loyal customers with my “Shelf Appeal” Branding & Packaging process.
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Some of my best work
The not-so-secret key to retail success
There are plenty of studies that confirm what common sense and life experience already tell us: branding and packaging drive sales. How else to explain why you’d buy the $8 bottle of water when there’s one next to it for $1? It’s the information the packaging conveys and the story it tells about the product inside.
There’s the practical information like certification badges, benefit call-outs, and flavor descriptors that help shoppers check all their boxes and establish a baseline of trust.
But meanwhile, their subconscious brain is scanning for cues that are harder to articulate, but just as influential:
Is this product made for people like me?
How will it compare to others I’ve tried?
What’s the emotional payoff—Is this brand aligned with my values? Will buying this make me feel responsible? Indulgent? Sophisticated? Nostalgic?
Branding determines the answers to these questions, and packaging bears the responsibility of communicating those answers in a matter of moments in order to convert shoppers into loyal customers.
Ready to transform your brand from small fry to big guy?
My “Shelf Appeal” branding & packaging process will help get you there. Here’s how it works:
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This is where we build the foundation that will act as the guiding force for important decisions you’ll make for your brand, like how to position your products in marketing materials, which product lines to develop, pricing strategies, and which retail markets to focus on.
We’ll articulate your core purpose, guiding principles, and create a clear picture of your target customers, so you know who you’re speaking to and how to reach them.
This part of the process ensures that you’re projecting legitimacy and trustworthiness from the start, and that you’re resonating with your customers. It can help buyers understand where your product will fit into the market, and reassure them that you’re established and customer-ready. -
Next, we’ll define how your brand looks, feels, and sounds by building its verbal and visual identities. I will give you the tools to communicate consistently across all customer touchpoints, from your packaging to your marketing, creating a cohesive experience that will reach your customers, catch their eye, and inspire them to keep buying your products.
As a small business, story and personality are your best leg-ups on bigger brands. That’s why I’m going to make sure that we’re telling that story in the best way possible, communicating it consistently across platforms in order to generate interest in your products, and grow and maintain customer loyalty. -
Next, I’ll use these brand elements to create packaging designs for your products. On a retail shelf, customers might be seeing your product for the first time, and your packaging is your only avenue to reach them. You have a matter of seconds to catch a customer’s eye among dozens of similar products on the shelf and convert them from shoppers into customers.
That’s why we’re going to make sure your products make an immediate impact and communicate what makes you special (do you use unique or innovative ingredients? Is your product a new take on an old favorite? Are you introducing the market to food from a different culture?) This is crucial to ensuring that your product earns a permanent spot on the shelf.
So who am I?
Hi! I’m Chloe. I love golden-hour light, silly-looking birds, and meticulously crafted dollhouse furniture. I work with clients all over the world from my home in Portland, Oregon.
Design has always been my throughline, though my path has taken a few interesting turns—from large-scale environmental signage, to UX for government agencies, and a brief (but harrowing) dip into ad agency life.
It was my detour through the startup world that inspired the work I do today. I gained a deep respect for the grit and tenacity it takes to start a business, especially in a competitive space. I understand the stakes and pressure founders face, and the resilience that’s demanded of them. I love seeing my clients win because I know success is never sweeter than when you’ve had to fight for it.
These days, I focus on food & beverage brands because that’s the space where I’ve created my strongest work and had the most fun doing it.