Package Design
There are two ways to view packaging
1. The final step before a product ships
2. Your brand’s first impression and initial contact with the consumer
I firmly believe in the latter. When designing packaging, I focus on cohesive branding, crafting the customer experience from shelf to unboxing, and finding unique ways to make products stand out. Each package should tell a compelling story that strengthens the brand and elevates the product’s appeal. I feel that great packaging creates memorable experiences, fostering brand loyalty and excitement. Below are examples of some of my favorite packaging designs that demonstrate my ability to develop original and impactful concepts.
Tear & Share
For years, the company struggled to sell the idea of a tear and share package. Shortly after I joined, I was asked to redevelop this concept. Inspired by vintage Valentine’s stationery, I created a package with heart-shaped flaps to give it a distinctive flair, while also making it adaptable for other licenses and brands. Disney’s style guide perfectly complemented my vision, motivating me to embrace the crafting aspect. Seeking a unique way to connect the package so it could be torn without damage, I thought washi tape would be great for the aesthetic, but realized it wouldn’t be durable enough for retail handling. Instead, I researched various types of stickers and ultimately developed the Tear and Share!
I’ve been collecting blind box toys for almost 20 years, so getting the chance to reinvent how fans and collectors experience opening them was a dream come true. I developed a tear mechanism that’s both fun and satisfying to use. Watch the authentic reactions as people open my packaging!
The standard blind box and artist series packaging often feature the tear box I developed. However, if a project calls for something different, I’m always thinking of unique solutions. This Chucky package is a great example: I knew other companies were releasing similar products using the same Good Guys style guide, so to help our product stand out, I designed packaging that doubles as a display case. This approach not only differentiates our product. It also makes the packaging more of an experience, functional, and less wasteful.
See how it works!
See it in action!
Critter Crates
When I joined CultureFly, Critter Crates was already developed, but it remained a relatively new form factor for the company. In 2024, we secured an entire Walmart endcap for the holiday season. I took the initiative to design a stacked PDQ that gave the display a sense of abundance, attracting customers with bold character cutouts and clear product information to boost awareness at the point of discovery. The buyer initially requested a 12-piece PDQ, but after seeing my mockup, they doubled their order to a 24-piece PDQ.
Since then, Critter Crates has grown significantly and is now one of the company’s primary form factors. While I cannot share specifics here, we are currently developing multiple new tiers and price points for this product line, and I have served as the lead for packaging design across these initiatives.
Blind Boxes
Ghost Face in Places marked Culturefly’s first artist series, and I led the project, collaborating closely with the artist to elevate packaging to new heights. I introduced raised UV-coated, character-specific, insert cards on the front and a series checklist with a social call to action on the back, all packed in a matte black envelope with spot UV to keep the figure a mystery, while elevating the brand. Additionally, I developed a unique, series-specific foil bag. Our non-artist series blind boxes use the standard step-and-repeat foil bag, which I introduced to the company the previous year. The success of the new elevated packaging established it as our standard for most blind box releases.
I’m currently leading a push towards more sustainable packaging, which will begin rolling out in summer 2026, with the goal to phase out foil bags, when appropriate, and replace them with paper. See an example on the branding page of my portfolio.
