New Leaf Paper

New Leaf Paper, a leader in environmentally responsible paper, came to Willoughby for help positioning the brand family of products, designing a new line of consumer goods and developing merchandising systems and packaging. To date, we have designed six new product lines for the brand with over 100 new SKUs sold at Target, Office Depot and Whole Foods. Each new extension has further defined the New Leaf brand personality, showing the world that you don’t have to sacrifice style and convenience to make responsible choices. That’s our favorite part.

CREATIVE DIRECTOR: Zack Shubkagel DESIGNERS: Jessica Carpenter, Cat Coquilette, Stephanie Lee, Ryan Jones, Becky Ediger

Packaging, Graphic Design, Product Design

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AGENCY: Willoughby Design | PRINCIPAL-IN-CHARGE: Megan Stephens | CREATIVE DIRECTOR: Zack Shubkagel | COPYWRITERS: LIsa Correu, Zack Shubkagel | ART DIRECTOR: Gaby Saravia

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In a highly competitive grocery category like pre-packaged salads, standing out is key. When Taylor Farms approached Willoughby to design a brand for its new product line of Chef Crafted Salad Mixes, we paid a lot of attention to the competition. Our solution? Minimize the label to maximize product visibility. The design reflects the Taylor Farms brand with a Farm to Table Restaurant vibe like chalkboards, hand-crafted type and charming little illustrations to call out main ingredients. Most importantly you get to see the yummy fresh ingredients bound for your table.

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Building the Base: A Global Relaunch That Paid Off

To recapture the No Makeup trend that Perricone MD pioneered, I led the creative development and execution of “The Base of the Trend” campaign — relaunching our reformulated foundation and introducing two new products: Lip Oil and Blush Balm. We featured eight influencers to showcase diverse skin tones, collaborated with clinical partners for before-and-after content, and shot professional models for evergreen assets. Across three shoots in LA and New York, my team produced over 275 assets spanning packaging, digital, social, and retail for a global market. The result: a 141% revenue increase for the collection.

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