Even in an increasingly digital world, packaging matters. Be it direct-to-consumer or retail, nothing beats the gratifying tactile feel of holding a beautiful product in your hands.

I really enjoy solving the problems a packaging project presents. How does it appear on shelf? Do we employ rhythm? How does it contrast to the competition, which will be seated on shelf right next to us? How do we get a consumer excited about the product, if they've never heard of it? How do we convey the benefits of the product in a sensory way? So many fun questions to answer.