Strengthen Shelf Presence
Create a recognizable visual system that could compete more effectively in retail environments.
Overview.
Mary Ann's Chocolates needed a cohesive consumer brand system that could support retail growth, strengthen shelf presence, and create consistency across packaging, merchandising, marketing, and the in-store customer experience.
I led the development and execution of a coordinated brand program spanning product packaging, retail displays, storefront graphics, catalogs, promotional campaigns, signage, and supporting collateral across customer-facing touchpoints.
My Role.
Directed the visual development of the brand across identity, packaging, retail environments, merchandising, catalogs, promotional communications, print production, and vendor coordination. The role combined brand strategy with hands-on creative execution across nearly every customer touchpoint.
Brand Development
Creative Direction
Packaging Design
Retail Experience
Retail Marketing
Catalog Design
Print Production
Vendor Coordination
Business Challenge.
The product line included multiple chocolate assortments, packaging formats, colors, price points, and retail configurations. Existing materials needed stronger visual consistency and a clearer system for presenting the assortment to both buyers and consumers.
The challenge was to preserve the brand's premium, handcrafted character while creating a scalable visual system that unified packaging, retail environments, storefront graphics, catalogs, promotional materials, and customer communications.
Unify Brand Touchpoints
Connect packaging, displays, catalogs, signage, collateral, and promotional materials through one cohesive identity.
Support Retail Growth
Develop scalable tools that helped present the full product line to retailers, buyers, and consumers.
Improve Product Navigation
Organize complex assortments, packaging formats, colors, and product information so they were easier to understand.
Brand Development & Packaging.
Developed a flexible visual system that connected the core brand, product packaging, gift assortments, stationery, product information, and supporting collateral.
The system used consistent typography, patterns, color, photography, and product presentation while allowing individual assortments and packaging formats to remain distinct.
Retail Brand Experience.
Developed a complete retail brand experience spanning merchandising, environmental graphics, storefront signage, menu boards, promotional materials, catalogs, and customer communications. Every touchpoint reinforced the premium positioning of the brand while creating a consistent customer experience from storefront to point of purchase.
Work included storefront signage, retail displays, menu boards, product catalogs, sales collateral, promotional campaigns, stationery, gift cards, window graphics, and supporting materials for both retail and wholesale channels.
Outcomes & Impact.
The project established a unified consumer brand system that connected identity, packaging, merchandising, retail environments, catalogs, and promotional communications into a consistent customer experience.
The resulting brand architecture strengthened shelf presence, improved product presentation, enhanced retail consistency, and created a scalable foundation supporting both wholesale and direct-to-consumer growth.
Unified
Brand Identity System
Complete
Retail Brand Experience
Multi-Format
Packaging System
B2B + B2C
Sales Support