● Nordstrom Rack
LOGO, VISUAL IDENTITY
02 / 15
04 / 15
06 / 15
09 / 15
12 / 15
DESCRIPTION
To help Nordstrom Rack stand out in a bland and crowded off-price retail space, we reimagined their brand identity to cut through the noise. Their new look rejects category norms in favor of a bold, unapologetic aesthetic that speaks to a larger truth: that off-price shopping isn’t about being cheap—it’s about empowering customers to express themselves at price points they can feel confident about.
The new Rack identity is built around a bold wordmark and typeface that are stretchable, stackable, and infinitely expressive. The square forms reference Rack’s classic 1970s wordmark, while their responsive behavior is tailored to a digital shopping experience.
Info
Studio:
Jones Knowles Ritchie
Published:
2023
Role:
Lead Designer
Creative Director:
Lisa Smith
Design Director:
Apirat Infahsaeng
Type Design:
Ohno Type Co.
DESCRIPTION
To help Nordstrom Rack stand out in a bland and crowded off-price retail space, we reimagined their brand identity to cut through the noise. Their new look rejects category norms in favor of a bold, unapologetic aesthetic that speaks to a larger truth: that off-price shopping isn’t about being cheap—it’s about empowering customers to express themselves at price points they can feel confident about.
The new Rack identity is built around a bold wordmark and typeface that are stretchable, stackable, and infinitely expressive. The square forms reference Rack’s classic 1970s wordmark, while their responsive behavior is tailored to a digital shopping experience.
The new Rack identity is built around a bold wordmark and typeface that are stretchable, stackable, and infinitely expressive. The square forms reference Rack’s classic 1970s wordmark, while their responsive behavior is tailored to a digital shopping experience.
Info
Studio:
Jones Knowles Ritchie
Jones Knowles Ritchie
Published:
2023
2023
Role:
Lead Designer
Lead Designer
Creative Director:
Lisa Smith
Lisa Smith
Design Director:
Apirat Infahsaeng
Apirat Infahsaeng
Type Design:
Ohno Type Co.
Ohno Type Co.
● Kraft Dinner
LOGO, PACKAGING
04 / 07
07 / 07
DESCRIPTION
KD has been a Canadian icon for more than 80 years, satisfying cravings at all stages of life. It’s a classic pantry staple that’s endlessly riffable to suit the taste of its fans. Whether you’re adding hot sauce or hot dogs, KD is a vehicle for self-expression that encourages consumers to enjoy it their way, however that may be.
We developed a fresh look for KD that celebrates this legacy while reframing the product for a future audience. The updated box retains KD’s iconic blue and yellow palette with the addition of crave-worthy photography and colorful swirls that mimic the circular motion of stirring a pot of KD. The box also highlights the new KD logo—a simplified monogram drawn to evoke a creamy, cheesy texture.
Info
Studio:
Jones Knowles Ritchie
Jones Knowles Ritchie
Published:
2023
2023
Role:
Lead Designer
Lead Designer
Creative Director:
JB Hartford
JB Hartford
Design Director:
Apirat Infahsaeng
Apirat Infahsaeng
Logo Refinement:
Mark Caneso
Mark Caneso
DESCRIPTION
KD has been a Canadian icon for more than 80 years, satisfying cravings at all stages of life. It’s a classic pantry staple that’s endlessly riffable to suit the taste of its fans. Whether you’re adding hot sauce or hot dogs, KD is a vehicle for self-expression that encourages consumers to enjoy it their way, however that may be.
We developed a fresh look for KD that celebrates this legacy while reframing the product for a future audience. The updated box retains KD’s iconic blue and yellow palette with the addition of crave-worthy photography and colorful swirls that mimic the circular motion of stirring a pot of KD. The box also highlights the new KD logo—a simplified monogram drawn to evoke a creamy, cheesy texture.
We developed a fresh look for KD that celebrates this legacy while reframing the product for a future audience. The updated box retains KD’s iconic blue and yellow palette with the addition of crave-worthy photography and colorful swirls that mimic the circular motion of stirring a pot of KD. The box also highlights the new KD logo—a simplified monogram drawn to evoke a creamy, cheesy texture.
Info
Studio:
Jones Knowles Ritchie
Jones Knowles Ritchie
Published:
2023
2023
Role:
Lead Designer
Lead Designer
Creative Director:
JB Hartford
JB Hartford
Design Director:
Apirat Infahsaeng
Apirat Infahsaeng
Logo Refinement:
Mark Caneso
Mark Caneso
● Big Leo Productions
LOGO, VISUAL IDENTITY
DESCRIPTION
Big Leo Productions is an astrologically-inspired creative agency that represents a diverse constellation of directors, photographers, and stylists with expertise in food and beverage, interiors, lifestyle, beauty, and hospitality.
The bold, oversized wordmark is an ode to the fiery, larger-than-life personality associated with the Leo sign, while a rich color palette of deep oranges and cool blues is inspired by the contrast between the sun (Leo's ruling planet) and the midnight sky.
Info
Studio:
Freelance
Freelance
Published:
2021
2021
Role:
Lead Designer
Lead Designer
DESCRIPTION
Big Leo Productions is an astrologically-inspired creative agency that represents a diverse constellation of directors, photographers, and stylists with expertise in food and beverage, interiors, lifestyle, beauty, and hospitality.
The bold, oversized wordmark is an ode to the fiery, larger-than-life personality associated with the Leo sign, while a rich color palette of deep oranges and cool blues is inspired by the contrast between the sun (Leo's ruling planet) and the midnight sky.
Info
Studio:
Freelance
Freelance
Published:
2021
2021
Role:
Lead Designer
Lead Designer
● 1800 Tequila
VISUAL IDENTITY, ART DIRECTION
03 / 09
06 / 09
DESCRIPTION
1800 is the year premium tequila was first introduced to the world. Tasked with crafting a new identity for this deeply-rooted brand, we positioned 1800 around a fresh brand platform: Taste. This platform speaks to the concept of taste as a flavor sensation derived from high-quality processes and ingredients, as well as the personal taste exemplified by an individual’s distinct style and point of view.
The eclectic type system touches on the ideas of curation and customization through a variety of contrasting type styles and weights. Vibrant photography with bright colors and rich styling celebrates the unique qualities of each variant of 1800 tequila and the unique taste of all those who drink it.
Info
Studio:
Translation
Translation
Published:
2021
2021
Role:
Lead Designer
Art Director
Lead Designer
Art Director
Creative Leads:
Paz Molina
Chris Mendez
Paz Molina
Chris Mendez
DESCRIPTION
1800 is the year premium tequila was first introduced to the world. Tasked with crafting a new identity for this deeply-rooted brand, we positioned 1800 around a fresh brand platform: Taste. This platform speaks to the concept of taste as a flavor sensation derived from high-quality processes and ingredients, as well as the personal taste exemplified by an individual’s distinct style and point of view.
The eclectic type system touches on the ideas of curation and customization through a variety of contrasting type styles and weights. Vibrant photography with bright colors and rich styling celebrates the unique qualities of each variant of 1800 tequila and the unique taste of all those who drink it.
The eclectic type system touches on the ideas of curation and customization through a variety of contrasting type styles and weights. Vibrant photography with bright colors and rich styling celebrates the unique qualities of each variant of 1800 tequila and the unique taste of all those who drink it.
Info
Studio:
Translation
Translation
Published:
2021
2021
Role:
Lead Designer
Art Director
Lead Designer
Art Director
Creative Leads:
Paz Molina
Chris Mendez
Paz Molina
Chris Mendez
● Tache
LOGO, VISUAL IDENTITY, PACKAGING
DESCRIPTION
Tache is a female-founded artisan chocolate shop established in 2012 in New York City's Lower East Side. The name "Tache", a French word meaning stain or smudge, references the splotches of chocolate often found on owner Aditi Malhotra's chef's coat.
Sophisticated and feminine, Tache's identity pays homage to Aditi's French culinary background with a hand-drawn wordmark adapted from letterforms found in a 1920s French mail-order catalogue.
Info
Studio:
The Working Assembly
The Working Assembly
Published:
2019
2019
Role:
Lead Designer
Lead Designer
Creative Director:
Jolene Delisle
Jolene Delisle
Design Director:
Lawrence O'Toole
Lawrence O'Toole
DESCRIPTION
Tache is a female-founded artisan chocolate shop established in 2012 in New York City's Lower East Side. The name "Tache", a French word meaning stain or smudge, references the splotches of chocolate often found on owner Aditi Malhotra's chef's coat.
Sophisticated and feminine, Tache's identity pays homage to Aditi's French culinary background with a hand-drawn wordmark adapted from letterforms found in a 1920s French mail-order catalogue.
Sophisticated and feminine, Tache's identity pays homage to Aditi's French culinary background with a hand-drawn wordmark adapted from letterforms found in a 1920s French mail-order catalogue.
Info
Studio:
The Working Assembly
Published:
2019
Role:
Lead Designer
Creative Director:
Jolene Delisle
Design Director:
Lawrence O'Toole
The Working Assembly
Published:
2019
Role:
Lead Designer
Creative Director:
Jolene Delisle
Design Director:
Lawrence O'Toole
● Newsela
VISUAL IDENTITY, ILLUSTRATION, WEB DESIGN
DESCRIPTION
Newsela is a literacy-focused edtech company that brings the world into the classroom with their powerful library of over 15,000 standards-aligned, instruction-ready texts. It currently serves more than 3.3 million teachers and 40 million students nationwide.
We helped Newsela refine its brand positioning and developed a robust visual system to apply to future products and programs. The holistic brand refresh includes an updated logo and comprehensive brand guideline with a fresh color palette, playful iconography, detailed photo direction, and custom illustrations designed to convey the joy and wonder of learning.
Info
Studio:
The Working Assembly
The Working Assembly
Published:
2020
2020
Role:
Lead Designer
Lead Designer
Creative Director:
Jolene Delisle
Jolene Delisle
Design Director:
Lawrence O'Toole
Lawrence O'Toole
DESCRIPTION
Newsela is a literacy-focused edtech company that brings the world into the classroom with their powerful library of over 15,000 standards-aligned, instruction-ready texts. It currently serves more than 3.3 million teachers and 40 million students nationwide.
We helped Newsela refine its brand positioning and developed a robust visual system to apply to future products and programs. The holistic brand refresh includes an updated logo and comprehensive brand guideline with a fresh color palette, playful iconography, detailed photo direction, and custom illustrations designed to convey the joy and wonder of learning.
We helped Newsela refine its brand positioning and developed a robust visual system to apply to future products and programs. The holistic brand refresh includes an updated logo and comprehensive brand guideline with a fresh color palette, playful iconography, detailed photo direction, and custom illustrations designed to convey the joy and wonder of learning.
Info
Studio:
The Working Assembly
Published:
2020
Role:
Lead Designer
Creative Director:
Jolene Delisle
Design Director:
Lawrence O'Toole
The Working Assembly
Published:
2020
Role:
Lead Designer
Creative Director:
Jolene Delisle
Design Director:
Lawrence O'Toole