When designing packaging, I focus on creating cohesive branding and thoughtfully crafting the customer experience, from the moment a product catches an eye on the shelf to the excitement of unboxing it.
I believe great packaging does more than protect a product. It creates memorable experiences, tells a compelling story, strengthens the brand, and elevates the product’s appeal, fostering brand loyalty and excitement.
Below are examples of some of my favorite packaging projects, showcasing my ability to develop original, impactful concepts that connect brand, product, and customer experience.
Tear and Share
I was tasked with figuring out an interesting way to create a package that was intended to be ripped in half for Valentine's Day, so you'd be able to share it with a friend or loved one. I drew inspiration from vintage Valentine’s stationery to create a package with heart-shaped flaps to give the package 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!
See How It Works!
Blind Box Packaging: It's All the Rave!
I’ve been collecting blind box toys for nearly 20 years, so the opportunity to reinvent how fans and collectors experience opening them was a dream come true.
While at CultureFly, I developed a tear mechanism designed to make the unboxing experience feel fun, intuitive, and genuinely satisfying. I approached the idea as a way to enhance the product experience by building anticipation, creating a moment of discovery, and giving fans something worth sharing.
While much of my professional experience has been rooted in the toys and collectibles industry, I believe this way of thinking translates to any industry where aesthetics, shareability, cultural relevance, and consumer excitement matter. Today, packaging has the potential to become content in its own right, fueled by TikTok and Instagram, viral trends, and influencer recommendations. These are especially powerful considerations for brands operating within public opinion, entertainment, and pop culture, where the ability to create something visually compelling and conversation-worthy can directly shape how audiences engage with a product or brand.
Watch the authentic reactions as people unbox my packaging!
The package featured in the video is from the Ghost Face in Places series, CultureFly’s first artist series. I led the project, working closely with the artist to elevate the packaging and create a more premium, collectible unboxing experience.
For this release, I introduced several new packaging elements to CultureFly. A raised UV-coated, character-specific insert card and series checklist with a social call to action. The card was packaged inside a matte-black envelope with spot UV, keeping the character a mystery while adding a premium feel and strengthening the overall brand experience. I also developed a unique, series-specific foil bag to further enhance the artist series.
Previously, CultureFly’s non-artist series blind boxes used a standard step and repeat foil bag, which I had introduced to the company the year before. The success of the elevated Ghost Face packaging helped establish this approach as the new standard for many of CultureFly’s future blind box releases.
In 2026, I began a broader push toward more sustainable packaging, with the goal of phasing out foil bags where appropriate and replacing them with paper alternatives. Examples of this evolution can be seen on the Branding page of my portfolio.
Elevated Artist Series Foil Bag
Standard Step and Repeat Foil Bag
Critter Crates
When I joined CultureFly, Critter Crates had already been developed, but it was still a relatively new form factor for the company. In 2024, the company secured an entire Walmart endcap for the holiday season, creating an opportunity to introduce the product line to a much larger audience.
I took the initiative to design a stacked PDQ that created a strong sense of abundance and presence at retail. Bold character cutouts helped capture shoppers’ attention, while clear product information made the collection easy to understand at the point of discovery. The goal was to make the display feel exciting and stand out during the busy holiday shopping season.
The buyer initially requested a 12-piece PDQ. After seeing my mockup, they doubled the order to a 24-piece PDQ. An example of how strong packaging and display design can influence retail opportunity.
Since then, Critter Crates has grown significantly and become one of CultureFly’s primary product form factors. While I’m unable to share specific details, the company has continued developing the line across multiple new tiers and price points. While at CultureFly, I served as the lead packaging designer across these initiatives, helping shape the direction the product line could evolve into, while maintaining a cohesive and recognizable brand experience.
Check Out More of My Work Below!
