Ponder Brands
Ponder Brands was an Austin original clean-label food startup. From innovation to production, everything was done completely in-house. Portfolio comprised of 25+ category-native brands and 200+ SKUs including an online DTC marketplace, Ponder Market.
Packaging Design
During my tenure at Ponder Brands, I worked closely with the CEO to develop packaging concepts on a wide array of innovative CPG brands. We would first discuss the origin of each brand and how to best communicate that visually. Once we had a rough framework, I would refine our ideas into polished, comprehensive packaging designs that I then produced and executed. From the initial sketch to the final shelf-ready product, I oversaw all packaging initiatives.
Packaging Design, Casa Verde Salad Dressings
Project: Develop packaging for a spicy salad dressing line, serving as an extension of an established salsa brand.
Execution: Repurpose elements from the existing salsa packaging to maintain cohesive identity across the brand.
Packaging Design, SoCo Queso
Project: Develop packaging for a store-bought queso that rivals even the most famous Austin restaurants.
Execution: South Congress vibes with energetic color pallets, retro neon signage, and charming marquees.
Packaging Design, Ponder BBQ
Project: Develop packaging for an innovative BBQ sauce line that combined smokey and sweet elements.
Execution: Western patterns, logo resembling a cattle brand, die-cut label.
Packaging Design, Clarabutter
Project: Develop packaging for a clarified butter line sourced from happy, healthy, and hormone-free cows.
Execution: Extreme closeups of cow hides, intentionally radically different from comparable products on the shelf.
Packaging Design, Sophos Flatbread
Project: Develop packaging for a grain-free greek flatbread line made with seed flours.
Execution: Greek columns, Mediterranean-inspired color palette, decorative meander patterns, Gaelic typefaces.
Packaging Design, Origami Japanese Sauces
Project: Develop packaging for a line of clean-label Japanese sauces.
Execution: Delicate watercolor paper texture, soft pastel color palette, folded corners and faint "crease" lines to echo the art of origami.
Packaging Design, Groundswell Vegan Protein
Project: Develop packaging for a line of plant-based, vegan meat crumbles.
Execution: Topography patterns, monochromatic color palettes.
Packaging Design, Big Bend Steak Sauce
Project: Develop packaging for a gluten-free Texan steak sauce.
Execution: Logo subtly rising from the Chisos Mountains as a nod to classic western movie credits.
Packaging Design,
Project: Develop packaging for a line of classic salad dressings made without additives, fillers, preservatives, or gluten.
Execution: Stained glass pattern, chapel die cut, blackletter typefaces, placard board text.
Packaging Design, Leonardo Pasta Sauces
Project: Develop packaging for a premium line of Italian pasta sauces crafted exclusively with 100% fresh tomatoes, that could compete with upscale restaurants.
Execution: Large floods of neon color akin to luxury sports cars complimented with italicized typography to emulate speed.
Packaging Design, Bouquet Salad Dressing
Project: Develop packaging for a fruity and floral salad dressing made with avocado oil.
Execution: Impressionist paintings and delicate typefaces bottled in feminine vessels.
Packaging Design, King's Cross Sauce
Project: Develop packaging for a vegan and soy-free Worcestershire sauce, drawing inspiration from the iconic London Underground.
Execution: Subway tiles, Union Jack color palette.
Packaging Design, Cicero Pasta Sauce
Project: Develop packaging for a line of affordable pasta sauces infused with spirits, playfully referencing Chicago/mafia culture.
Execution: Pinstripe suit pattern, pocket squares and tie color to denote variety, stitching details utilized for copy callouts.
Packaging Design, CD Bagel
Project: Develop packaging for a 1990s-inspired, grain-free, and gluten-free bagel line.
Execution: Holographic bags reminiscent of CDs, offering them in approachable two-packs (as opposed to the usual 6-pack), with a transparent window and overlaid photo of the product.
Ponder Brands Catalog
At 96 pages and featuring 21 different brands, the Ponder Brands Catalog was quite the undertaking. Spreads were designed to reflect each brands specific and unique aesthetic, while trying to maintain a cohesiveness across the entire catalog. The catalog was physically printed and distributed at Natural Product Expo 2022.
Social Media Assets
Website Design
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Ponder Market Website
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Casa Verde Website
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Heartland Farmhouse Side Dishes
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Sophos Greek Goods
Marketing Assets
Notecard Design, Ponder Market Project: Create a card to include with online orders for handwritten notes thanking them for their order. Execution: Die-cut design depicts a charming illustration as if Ponder Market was physical brick-and-mortar storefront.
Coupon Card, Ponder Market
Project: Design a coupon card to distribute to potential customers and to include in online orders to encourage repeat purchases.
French Fold Brochure, Ponder Brands
Project: Design a comprehensive single-page handout showcasing all 25 Ponder Brands to distribute to potential retail partners.
Execution: Opted for an 11x17 French fold brochure in order to maximize space for all the information while maintaining a single-page, double-sided format.
Flyer Design, Casa Verde Project: Develop a one-page flyer showcasing the distinctive features of Casa Verde salsa.
Business Card Design, Ponder Brands Project: Design a simple business card featuring the new logo. Execution: Die-cut rounded corner to mirror the same curve in the new logo.
Mini Mailerbox, Ponder Brands Project: Custom mailerbox that fit 6 mini samples to send to potential retailers