Package Design
The brand.
The shelf.
The moment.
The shelf.
The moment.
Packaging is where brand identity gets physical — the thing on shelf, the thing someone picks up.
A manifesto · est 2014 · Toronto
Work gloves, work pants, rugged boots, and work t-shirts — the full kit for the job site. The packaging system developed for Rugged Dakota's WorkPro Series had to earn its place on shelf before anyone opened a box. Bold type hierarchy, a performance-forward colour palette, and a bilingual feature panel that puts the right technical credentials in front of the right customer — impact protection, vibration absorption, waterproof construction, cut resistance — each SKU communicating clearly without cluttering the message.
The system scales across the full range, men's and women's, from gloves to shoebox labels to hang tags, in both official languages — built for shelf consistency.
Location
National Canadian Brand
Rodmell & Company Inc.
ColLab.
Workwear Packaging
● 01
Dakota WorkPro Series
Tough . Dependable . Confident
BeautiTone is Canada's #1 Canadian-owned, Canadian-made paint brand, and the aerosol line was its own design problem. The sprays split across families — fast-dry decorative enamel, weather-resistant fluorescents, metallic lacquers — each spanning a wide colour range and meant to grip almost any surface: metal, glass, wood, plastic. On a peg hook the can does all the selling, so colour and finish have to read instantly, top to bottom.
The system gives every can a fixed architecture and lets the colour do the talking, with the cap colour-matched to the paint inside — so a shopper scanning a wall of hooks reads the exact shade from the cap alone, before picking anything up. Rigid enough to hold the whole range as one brand, flexible enough that a new colour drops in without redesigning the can.
Location
National Canadian Brand
Rodmell & Company Inc.
Collab.
Paint Packaging
● 02
BeautiTone
Premium . Canadian . Dependable
InStyle is Home Hardware's lifestyle brand — designed for the home that wants to feel considered, not just functional. The challenge was to build a packaging system that could travel across wildly different product categories: Christmas light sets, wine glasses, shower curtains, bath towels — and hold together as a coherent visual family.
Each product lives in a different aisle, gets handled differently, and speaks to a shopper in a different mood. The design system had to be flexible enough to shift between soft and celebratory, festive and everyday — while staying InStyle unmistakably. The dieline engineering reinforces that consistency at the structural level, ensuring the brand reads clearly whether it's wrapped around a glass or folded across a textile.
Location
National Canadian Brand
Rodmell & Company Inc.
Collab.
Everyday Home Packaging
● 03
InStyle
Modern . Affordable . Life-Style Driven
Home Essentials is Home Hardware's largest private label — cleaning products, home care, storage, across a range so wide that "consistent" is the hardest thing to achieve. Every product needs to read as the same brand, but the formats are completely different: a flat label wraps a bottle, a box has six faces, a hang tag is the size of a palm. The real design problem is building a system flexible enough to stretch across all of them without losing its identity on any one.
The checkmark runs through the entire system as a functional design element — a visual cue that maps directly to the brand's promise: getting the job done. Every label, every format, every SKU carries it. The labels are fully bilingual throughout — French and English at equal weight. Even the word cloud used as background texture runs in both languages, so the pattern itself speaks to every Canadian home it lands in.
Location
National Canadian Brand
Rodmell & Company Inc.
ColLab.
Everyday Home Packaging
● 04
Home Essentials
Reliable . Practical . Friendly
Comprehensive Packaging Design & Dieline
Home Essentials spans a wide range of packaging formats — molded plastic blisters, carton boxes, pressure-sensitive labels, and printed hang tags — each with its own surface, structure, and shelf context. The design challenge was holding a single brand identity together across all of them.
The work focused on the system: establishing a consistent layout hierarchy so the logo, product name, and bilingual French and English copy occupy the same relationship on every format. Dielines define how each package unfolds and where content lands within the available space, ensuring the brand reads the same whether it's wrapped around a bottle, printed on a box face, or hung from a peg.
The work focused on the system: establishing a consistent layout hierarchy so the logo, product name, and bilingual French and English copy occupy the same relationship on every format. Dielines define how each package unfolds and where content lands within the available space, ensuring the brand reads the same whether it's wrapped around a bottle, printed on a box face, or hung from a peg.
Coke Zero has a long history of using the can itself as creative real estate — limited runs, cultural moments, collectible series. These three collections were developed across separate briefs over time, each with its own theme: Canadian hockey culture, the Movember movement, and outdoor adventure.
Each collection needed its own visual language while staying unmistakably Coke Zero — bold, high-contrast, and built for the shelf. Three themes. Three audiences. Three reasons to pick up a can.
Each collection needed its own visual language while staying unmistakably Coke Zero — bold, high-contrast, and built for the shelf. Three themes. Three audiences. Three reasons to pick up a can.
Location
Global Brand
Perennial inc.
Collab.
Beverage|Collectible Packaging
● 05
Coke Zero
Energetic . Youthful . Adventurous
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