Package design is where strategy meets reality and every inch counts. I’ve worked across just about every category you can imagine, from coffee and beauty to craft, pharma, and wine, designing systems that not only look beautiful on a shelf but actually survive the journey to get there. Each category comes with its own quirks, from regulatory fine print to structural constraints and the constant tension between what must be on pack and what should be.

The goal is always the same: create something that communicates instantly and feels considered in the hand. I approach packaging as both a creative and logistical puzzle, balancing brand expression, materiality, and function while somehow fitting everything in without making it look like everything is in there. The result feels effortless to the consumer, even if it took a hundred tiny negotiations to get there.