FUSE 2014

I worked with an interdisciplinary team at Brandimage to build an interactive exhibit the 2014 FUSE conference in Chicago. We ran wild and created eight new brands / products ranging from a hard core whiskey to an innovative bandage tape dispenser. Brandimage teams in North America, Europe, and Asia each created something with their unique perspective on meaningful branding. A lot of fun to collaborate on "concept car" ideas with graphic designers, industrial designers and strategists.

My contributions included brainstorming product concepts, developing the physical forms, and managing the logistics of construction. Additionally I designed the aluminum podiums that securely held ipads and provide a display surface for the objects. The podiums also have the ability to fold up and fit into a case for future road shows.

Unilever Global Squeeze

Unilever desired a new bottle structure that would bring excitement to healthy eating and better communicate the authentic, simple and honest promise of their brands. In addition to the desired emotional benefits, functional improvements to evacuation, application, and cleanliness were required. The new bottle design and closure also were required to be on par or better than current on cost, line efficiency, and pack out

Malibu LED Outdoor Lighting

This was a project to develop a new line of outdoor lighting for the 2008 season utilizing new LED technology. We had to develop an understanding of functional capabilities and constraints inherent to LED as well as build understanding and empathy for user installation. We brainstormed and concepted several lighting families ranging from casual to contemporary. Concepts were researched with consumers and selected finalists were developed into prototypes to communicate to manufacturing vendor and for the industry trade show. 

Torani

Torani is a family owned company founded in 1925 to reintroduce Italian sodas to San Francisco neighborhoods. They've continued to innovate in syrups and sauces catering to independent coffee shops globally. However, the sauce bottle was not meeting their customers functional needs and was not delivering on the brand promise of high quality ingredients and flavors.

I developed a collaborative process of discovery, definition, ideation and experimentation to uncover key issues and develop alternate strategies to solve them. We interviewed and observed key customers. Explored current and potential internal and external technical capabilities. We measured, tested, and tasted our way to several ideas to prototype. After looking at several technologies we discovered that by reshaping the bottom of the bottle, bending the dip tube of the pump, and adjusting the viscosity of the sauce we were able to improve to over a 95 percent evacuation rate. We also achieved a more consistent volume per pump which is important to making a consistent quality drink at the shop.

The new bottle profile and footprint has a  modern feel yet retains some heritage with the detail in the shoulder area. The new design also allows for the use of a full shrink graphic to create a huge canvas to express the Torani heritage as well as flavor variants. 

Meridian Tools

Two new tool brands including a casual and pro line.. I worked with an interdisciplinary team to concurrently develop brand, packaging and tool design.

Crisco EVO

After a successful test market Crisco knew they could successfully offer an extra virgin olive oil to their customers. The initial bottle design used during test was an off the shelf option which while completely functional offered no opportunity to develop brand equities.

We were presented with the task of creating an authentic yet everyday olive oil experience under the Crisco brand. I led the creative and development efforts of the new bottle design. After presenting a range of sketches, the team settled on a simple  shape which was not too modern or too traditional to fit the everyday profile. Several carved indents and emboss details were also considered to add a touch of heritage.

ECLAT

Koreans are serious about whiskey. This glass bottle was developed to create a unique and premium experience to appeal to female club goers. Utilizing CAD solid modeling and rapid prototyping, I was able to deliver alternate strategies of implementation to help understand the balance of complexity of manufacture with the brand promise of ultra premium and unique.