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02 · Brand development

Brand Development and Packaging

Developed brand identities for 4 retail e-commerce brands and 14 house product brands
Logo systems, color palettes and style guides that keep every brand consistent from storefront to product
Packaging that carries the brand through box and dieline artwork, poly bags, decals and instruction sheets
Focus
Brand development and packaging design
Brands
AmericanMuscle, ExtremeTerrain, MP Concepts, Stryke and more
Role
Creative direction
Year
2025/26

Retail brand examples

AmericanMuscle and ExtremeTerrain are two examples from the retail storefront brands I have helped develop, surrounded by a team of talented professionals. Each has its own logo system and color standards, and those guidelines carry across thousands of assets, from web and email to packaging and print.

AmericanMuscle

Logo system and color palette for the AmericanMuscle storefront, in full color and one-color versions for light and dark backgrounds.

ExtremeTerrain

Logo system and color palette for the ExtremeTerrain storefront, including the mountain mark and versions for dark, light and yellow backgrounds.

Product brand examples

MP Concepts and Stryke are a few of the many house-label product brands sold through the retail stores, with packaging built around each logo.

MP Concepts

Custom color and black-and-kraft boxes built around the logo mark and wordmark.

Stryke

A bold system for brake pad and brake rotor boxes, with the product drawn in line art across the panels.

Next project
Turn5 Advertising
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