Assigned to the task of creating my own sugarless brand of confectionery, I chose to compete with those currently sold in upscale grocery stores. Each box, wrapper and bag utilize interesting ways of opening the package, which is made possible through the dynamic angle in the mark; in effect, these peel away or slide out openings demonstrate the removal of sugar.
The name Sòless stems from the word solaceand how it pertains to indulgence. The consumer should feel comforted by their purchase, knowing that it comes with little to no additional costs to the price. So, in marrying that idea with the straightforward approach that I had in mind, I came to the simple, yet elegant, combination of so + less.
Inspired by the packaging itself, this application demo for Sòless functions as a means of donating sugarless candy to diabetic camps. New camps are chosen each week, and in return for the participants’ gratuity, they receive a small portion in return. The more the user donates, the more they become involved with the community.
Art Direction, Graphic Design, Retouching
In collaborating with photographer Hannah Heinrich, I created these images for one of Nautica's specialty products—technical in both design and style, the jacket is tapered, fully seam-sealed and waterproof.
Without the use of a proper rain studio, we improvised in creating well-lit shots that I could then take into the computer and simulate the effect of rain. Video was also shot, by Calvin Swaim, which I then edited into a :30 second spot for in-store purposes.
Featured in:Outside // Maxim // Men's Journal
Art Direction, Video Editing
B&N · Wedding Invitations
B&N · Save the Date
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Marks & Logos
Work in progress . . .
Located in San Diego, California, El Indio is a renowned hotspot among locals. Ralph Pesqueira Sr. started the company in 1940, and even coined the name “Taquito,” meaning little taco. When Ralph Sr. Died, his son of the same name took on the family business.
The idea behind this campaign was to place an emphasis on the traditional side of the company’s aesthetics; fusing the spirit of Southern California with that of the Aztec gods of Old Mexico. I then sought out a method of extending the company’s roots beyond the restaurant itself, and a line of salsa was designed with the vision of them being sold in grocery stores around the area.