I spearheaded the brand identity and packaging design for Winslow’s Seafood Soups, a private label line distributed to over 280 Hy-Vee locations across eight states. Working from a strategic creative brief, I focused on evoking East Coast authenticity and leaned into coastal colors, fonts and iconography. I led the entire design lifecycle from first proof through final print, utilizing Pantone guides, conducting thorough print checks, and managing the licensing for all fonts and imagery. Additionally, I art directed a final product photoshoot to showcase the completed packaging in a lifestyle setting, highlighting its shelf appeal and brand consistency.