Packaging Art Direction

Challenge

Redesign private label packaging across Personal Care, Beauty, and Women's Wellness to align with Walgreens' refreshed brand values while earning real shelf presence.

Solution

Owned the art direction and design across three distinct lines. Brought playful, modern abstract design to Baby Wipes with an ingredient-forward approach. Built a bold, category-owning purple system for Women's Wellness that commands the shelf. Applied a clean, benefit-led expression to the Beauty line. Each system was designed with shelf presence and brand cohesion in equal measure.

Impact

A major visual upgrade for Walgreens owned brands — packaging that finally looked like it belonged alongside the national brands it sat next to.

Role: Art Director