concept-to-shelf execution
At Dollar Tree, I translated product needs into clear, cohesive packaging for private label products while partnering with merchants and vendors. I focused on visual hierarchy, readability, and brand consistency, resulting in products being easy to navigate in a fast-paced retail environment.
Dollar Tree’s ice cream product line was being undersold and had a dated look. I refreshed the design of existing flavors and expanded the reach to support newly launched flavors. This resulted in higher sales and an established template capable of expansion.
The old chip bag product was getting visually lost on the shelf next to bigger brands. I reworked the packaging system to maximize space and clarity, and incorporated 3D mockups to better showcase the product, resulting in increased visibility.
Previously, removable hook products were separated into both home and auto departments, with auto sales lower in comparison. I consolidated and refreshed the design to include all product options in one department with quick visual cues, making the packaging easier to scan on the shelf.
