In my role as the creative director and designer behind the brand and packaging development of the consumer product Angry Orange, in 2019 I crafted a visual identity that resonated better with our target audience than the original packaging the Amazon cult-favorite product came with. Infusing vibrancy and distinctiveness into the packaging, I aimed to capture the essence of the product's efficacy. Translating this creative identity onto Amazon, I curated a compelling online presence that not only showcased the product but also stood out amidst the digital marketplace.
Simultaneously, I spearheaded the creation of a direct-to-consumer website, emphasizing a seamless and user-friendly interface to enhance the overall customer experience. Leveraging the power of social media, I established and nurtured brand accounts, and fostered an engaged community around Angry Orange. Through a harmonized approach across Amazon, the brand website, and social platforms, I successfully built a cohesive brand narrative, reinforcing Angry Orange's presence in the consumer market.
Angry Orange’s conversion rate increased 40% within 7 months of launching the rebrand and over the next 3 years turned the beloved brand from a $2M Brand to a $10M+ brand.
The creative strategy for Angry Orange’s rebrand in 2019 was done in partnership with John Hefter, VP Creative. Photography completed by Bennett Creative. Video Production done by Brad Johnson, Associate Creative Director, Production.
Another brand evolution took place in 2022 and I closely advised as Creative Director. The creative strategy for Angry Orange’s rebrand in 2022 was led by Lara Harris, Associate Creative Director, designs were completed by Jamison Perkins, Senior Graphic Designer, photography by John Smith, Photographer, and brand personality, tone & voice were developed by Charlotte Seley, Copywriter and Val Delgado, Associate Creative Director, Copy.
The 2022 rebrand allowed the product to compete better on the retail shelf and allowed for a product line extension into non-pet focused cleaning products.