I led a packaging redesign to increase shelf impact and buyer intent by focusing on small, strategic changes informed by shopper research and merchandising insights. While the product was already performing well, we identified opportunities to improve visibility, clarity, and conversion at the moment of purchase.

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We re-invented our dielines and partnered closely with print vendors to eliminate unnecessary materials, improve recyclability, and cut literal tons of waste from production. On shelf and online, we made thoughtful refinements to labels and 3D renders - subtle updates that better aligned with brand values while strengthening first impressions across both retail and digital environments.

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Knowing that organic certification and product function were key decision drivers, I elevated these elements by bringing the organic badge forward and enlarging functional claims for faster recognition and clearer communication. These incremental but intentional updates created outsized results, delivering a noticeable increase in shelf standout and a measurable uptick in first-time buyers within just a few months of rollout.