←Product PACKAGING
One of the tasks I tackled early on was designing product labels, but as time passed, I took the initiative to redefine the visual language used.
SKILL SETS:
Conceptualization
Art Direction
Graphic Design
Photography
Retouching
Digital Tools:
Illustrator
Photoshop
Lightroom
The Stakes are High on Steaks
FOLLOWING UNOFFICIAL GUIDELINES
Upon joining the Golden Steer, my initial responsibility was to design labels for our steak products. Back then, the seasonings or compound butters were nonexistent, and the designs were based on unofficial brand guidelines created by an external agency.
Updated Packaging and Products
EVOLVING THE EXISTING BRAND
As my role expanded within the brand and new products like lobster butter and cocktail mixes were introduced, I took the initiative to design label sizes and formats beyond our traditional rectangular ones. Additionally, we diversified label sizes to accommodate a range of products.
A Splash of Color
SETTING THE NEW STANDARD
In March 2022, Golden Steer relaunched Sergio's Seasoning, their signature blend, with a goal of creating a distinct product that stood out from the sea of cream-colored labels. Soon after, we debuted The 308, a trio of seasonings, which required a fresh approach to design language.
My task was to create labels that not only reflected the unique flavor profiles of each blend but also caught the eye of potential customers. Working within the given design parameters, I strived to produce visually appealing labels that would ultimately elevate the brand.
The design parameters that I designed for The 308 (pictured above) set the standard for all product launches moving forward.
