HARD CANDY COLLECTIONS 2021 + 2020
Long before virality, Hard Candy cosmetics emerged as an iconic 1990’s brand with fan-fave color cosmetic products for rave-girls, trendy teens and everyone between. Decades later, the brand has evolved to resonate with a new audience and deliver innovative product lines, available exclusively in Walmart US and Canada.
design manager, art director
My introduction to Hard Candy brand management was the tall task of pitching reimagined visual identity options (logo, color palettes, typography, photography, design elements, product concepts). Alongside creative and marketing leads, I helped give the brand a 360° face-lift that was adherent to the newly established identity. I oversaw art direction and production of assorted Walmart signage systems, key artwork, POS displays, product designs, press release content and beyond. Beyond the inline brand, I also art directed/managed the physical prototyping of product concepts for buyer meetings for 30+ SKU holiday kits.
package design + RETAIL ART DIRECTION
- visual identity design
- product packaging art direction
- product innovation conceptualization
- retail signage art direction
- product prototype management
- key art design
- production approvals
- photography + content art direction
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Jennifer Chaput, Art Director
Ryan Guijo, Creative Director
Lois Turner, Photographer