I have creatively led a variety of print projects from small run, bespoke and seasonal packaging through to larger scale merchandiser displays and POS units.
My role involved leading packaging and print design from concept to mood boards and mock-ups through to art-working and liaising with printers to execute the final result. I regularly attend expos and have made a multitude of connections with manufacturers and material suppliers which gives me a great understanding of both the creative and technical requirements of working for print.
I have great relationships with all our suppliers which is integral to a smooth and successful transition from internal to external workflow.
Launched Packaging
I am extremely proud that since I took over concept development, design and creation of Tangle Teezer bespoke packaging in 2022, the brand has seen a 54% increase in sales for their Christmas collections, with a 23% increase in sales from my first year alone.
Christmas 2024 Bespoke Global Packaging
Christmas 2024 Sephora Tree Decoration Packaging
TT x Barbie Collaboration Packaging 2023
Game Changer Hair Giftset - Sephora 2023
Bespoke BDuck x TT Collaboration 2023
Costco US 2024
Conceptual Projects
Tame the Tangle Terrors
The brief for this packaging project was to create designs that educated parents on the benefits of Tangle Teezer over other kids hairbrushes whilst keeping that pack enticing and kid friendly, still sharing the TT tone of voice.
My concept for this brief was packaging with a launch campaign called "Tame the Tangle Terrors". The brand appeals to adults by following the ethos of 'Life Untangled", making your life easier by detangling your hair quickly and easily. I wanted to extend this idea to the children's packaging by following the theme of making the nightmares less nightmare-ish. Detangling can be scary to kids if they have pain and knots, equally it's a nightmare for parents who start their morning with crying kids. I wanted to turn those tangle terrors into something a bit less scary with the Tangle Teezer Hairy Helpers.
To execute this concept I wanted to design the packaging to look like little monsters which, like tangles, aren't as scary as they seem, with cute eyes and bright colours, that are there to help parent's lives easier. I wanted to play on the idea of our bristle's being called 'teeth' and, similar to the monsters, aren't something to be scared of they are there to keep the knots at bay!
Mean Girls x TT Collaboration
This project was a concept in collaboration with Paramount Picture's Mean Girls movie.
Route one, a Tangle Teezer inspired Burn Book, flipped the idea of being mean about others on it's head and instead, used iconic Mean Girls slogans to poke fun at our own brand. I used the quotes to tease our own products, highlighting the personality of each of our brushes in the process. For example, the Salon Elite brush was one of the first to launch but no one has ever heard of it and is barely seen in stores. The Original was the TT best seller from day , however the launch of The Ultimate Detangler 'Queen Bee' knocked The Original off the top spot as best selling brush. The packaging was designed to give the brand a playful tone of voice, whilst being linked to the main personality of the film.
Route 2, was inspired by a more classic American high school trope, the locker. Seen in every American teen flick, these lockers are usually littered with stickers, photographs and individual personality. We wanted to bring to life the Mean Girls stickers through this highly recognisable and relatable object.
Mean Girls x TT - Burn Book Concept
Mean Girls x TT - Concepts
Mean Girls x TT - Locker Concept
Point of Sale and Merchandising
Whilst working at Tangle Teezer I created a multitude of POS and merchandising units including for major stores such as Sainsburys, Boots, Superdrug and Sephora Global. Below is a selection of different units I have created.
