THE CHALLENGE:
Launching a CPG brand required coordinating 3 freelance creatives on a 3-week timeline. The hard part was moving from digital concept to 11 finalized physical and digital assets without exceeding the budget, while protecting the brand against liabilities that would've caused a PR backlash before launch.
THE PROCESS:
I managed a 3-vendor workflow, translating brand concepts into 11 finalized assets within a 3-week sprint:
- Risk Mitigation: Conducted a cultural audit, replacing a problematic motif with authentic Korean patterns to prevent a PR crisis.
- Compliance Translation: Simplified complex FDA regulations into a clean, user-friendly package layout.
- Ops Lead: Streamlined the technical hand-off to ensure 100% project completion on time and under budget.
- Compliance Translation: Simplified complex FDA regulations into a clean, user-friendly package layout.
- Ops Lead: Streamlined the technical hand-off to ensure 100% project completion on time and under budget.
THE RESULT:
- Deliverables: 11 total assets (6 labels, 5 physical).
- Efficiency: 100% on time and under budget.
- Impact: Successfully launched a retail-ready, fully compliant brand identity within a 3-week sprint.
PERSONAL REFLECTIONS:
- Efficiency: 100% on time and under budget.
- Impact: Successfully launched a retail-ready, fully compliant brand identity within a 3-week sprint.
PERSONAL REFLECTIONS:
This project proved to me that when you replace strict management with collaboration, you don't just hit deadlines, you build a foundation for a credible, ethical brand.
Project Team:
Creative Direction: Matthew Hable
Illustration: Yerrie Choo
Graphic Design: Chris Pecora
Product Photography: Elliot Petenbrink