Caldrea
When I interviewed for this in-house position the founder waved at the luxury aromatherapeutic cleaning products and said ‘and, we need to redesign that'. Three years later I had the opportunity and full creative oversight. The image in my mind was a beautiful mess, and the expression as emotive as the product fragrance.
Caldrea Redesign
As the in-house creative director for Caldrea over a super small team I designed all aspects of the work. I developed the vision, packaging, marketing, pitches, launches, and supported product development. This was one of my favorite projects; I retained the DNA of the original collection but modernized it with more emotive photo art direction, bolder patterns and vibrant colors.
Designed in house at the Caldrea Company