Work Showcase
Packaging | Catalog | Print + Digital Ads
Work Showcase
Packaging | Catalog | Print + Digital Ads
Cupped Waterfowl is a premium waterfowl hunting brand seeking to strengthen its market presence through a cohesive visual identity across packaging and marketing materials. The goal was to elevate brand perception, unify the product line, and create a consistent experience across retail and promotional touchpoints.
In collaboration with the marketing team at Stone Road Media, I led the design of new packaging for the full product line, a comprehensive product catalog, and integrated print and digital advertising assets. The work focused on creating a scalable visual system that improved brand consistency and strengthened retail presence.
Role: Art Director, Stone Road Media
Scope: Packaging system, product catalog, print ads, digital ads
Deliverables: Full packaging redesign, catalog design, campaign visuals
Platforms: Print, digital, retail
Cupped Waterfowl is a premium waterfowl hunting brand seeking to strengthen its market presence through a cohesive visual identity across packaging and marketing materials. The goal was to elevate brand perception, unify the product line, and create a consistent experience across retail and promotional touchpoints.
In collaboration with the marketing team at Stone Road Media, I led the design of new packaging for the full product line, a comprehensive product catalog, and integrated print and digital advertising assets. The work focused on creating a scalable visual system that improved brand consistency and strengthened retail presence.
Role: Art Director, Stone Road Media
Scope: Packaging system, product catalog, print ads, digital ads
Deliverables: Full packaging redesign, catalog design, campaign visuals
Platforms: Print, digital, retail
Cupped Waterfowl’s existing packaging lacked consistency across products, making it difficult to establish strong shelf recognition or communicate the brand’s premium quality. The challenge was to create a cohesive packaging system that balanced rugged outdoor authenticity with a refined visual identity.
I developed a flexible packaging architecture designed to unify the product line while allowing for clear differentiation between categories. The system focused on strong visual hierarchy, refined typography, and a consistent graphic language that reinforced brand recognition across retail environments.
Every design decision was driven by clarity, scalability, and shelf impact — ensuring the packaging performed both functionally and visually.
The final packaging system introduced a consistent layout structure, cohesive color strategy, and modular design framework adaptable across the full product range. The redesign strengthened brand presence, improved product clarity, and provided a scalable foundation for future releases.
Cupped Waterfowl’s existing packaging lacked consistency across products, making it difficult to establish strong shelf recognition or communicate the brand’s premium quality. The challenge was to create a cohesive packaging system that balanced rugged outdoor authenticity with a refined visual identity.
I developed a flexible packaging architecture designed to unify the product line while allowing for clear differentiation between categories. The system focused on strong visual hierarchy, refined typography, and a consistent graphic language that reinforced brand recognition across retail environments.
Every design decision was driven by clarity, scalability, and shelf impact — ensuring the packaging performed both functionally and visually.
The final packaging system introduced a consistent layout structure, cohesive color strategy, and modular design framework adaptable across the full product range. The redesign strengthened brand presence, improved product clarity, and provided a scalable foundation for future releases.
The product catalog needed to function as more than a listing of products — it had to communicate brand value, highlight product features, and support sales efforts while maintaining visual alignment with the new packaging system.
I designed the catalog as a structured visual narrative, guiding users through product categories with clear hierarchy and intuitive navigation. A consistent grid system and typographic framework ensured readability while supporting a premium editorial aesthetic.
The design emphasized balance between functionality and storytelling, allowing technical product information and brand messaging to coexist seamlessly.
The final catalog delivered a cohesive brand experience that improved product clarity and strengthened visual consistency across marketing touchpoints. It served as both a practical sales tool and a compelling representation of the brand.
The product catalog needed to function as more than a listing of products — it had to communicate brand value, highlight product features, and support sales efforts while maintaining visual alignment with the new packaging system.
I designed the catalog as a structured visual narrative, guiding users through product categories with clear hierarchy and intuitive navigation. A consistent grid system and typographic framework ensured readability while supporting a premium editorial aesthetic.
The design emphasized balance between functionality and storytelling, allowing technical product information and brand messaging to coexist seamlessly.
The final catalog delivered a cohesive brand experience that improved product clarity and strengthened visual consistency across marketing touchpoints. It served as both a practical sales tool and a compelling representation of the brand.
To support the product launch and reinforce the new visual direction, the brand required a unified advertising approach across print and digital platforms.
I extended the packaging system into a flexible campaign framework that maintained visual consistency while adapting to multiple formats. The design emphasized strong product presentation, clear messaging, and a cohesive visual language that connected all customer touchpoints.
Templates and layout systems were created to support ongoing campaign needs across channels.
The advertising campaign established a consistent brand voice across print and digital media, reinforcing the redesigned product line and strengthening the overall brand experience.
To support the product launch and reinforce the new visual direction, the brand required a unified advertising approach across print and digital platforms.
I extended the packaging system into a flexible campaign framework that maintained visual consistency while adapting to multiple formats. The design emphasized strong product presentation, clear messaging, and a cohesive visual language that connected all customer touchpoints.
Templates and layout systems were created to support ongoing campaign needs across channels.
The advertising campaign established a consistent brand voice across print and digital media, reinforcing the redesigned product line and strengthening the overall brand experience.
Work Showcase
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driley17052026-02-17 18:32:052026-02-21 15:22:36Cupped
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