ALYSON KAYNE


DESIGN DIRECTOR
CHICAGO
BRANDING, PACKAGING, MARKETING



HOLIDAY CAMPAIGN


The Client: KAO, Salon Division

The Challenge: Create a compelling, giftable line of haircare packs that caters to the viral social media “Get ready with me” trend while staying on brand with Goldwell 

The Solve: Through brainstorming around KAO’s holiday theme, we devised the packaging campaign: Get Ready to Shine. Each pack featured a unique crystal formation to mimic the practice of manifestation while getting ready. We also included a positive-affirmation message on the top flap for women to start their day on a meaningful note. 

The crystals were inspired by Goldwell’s jewel-tone brand colors representing each of the pack themes. Achieving vibrancy was our main goal as we worked through different color-build options to stay within a tight production budget. Once the English-only packs were complete, our team adapted to different assortments and multilingual regions.

  • Mood board concepting
  • Package design
  • Retouching
  • Multi-lingual adaptation
  • Production




DISNEY WIPES


The Client: Kimberly Clark, Huggies

The Challenge: Convey softness in a pattern that combines Disney assets and on-pack ingredient cues

The Solve: After being introduced to this new format of wipes, we knew we needed to differentiate our patterns from the main line of wipes products. These Nourish and Calm packs were elevated and higher priced, so it was important to keep the designs feeling as such. We provided the client with options of rigid flip-top packs that ranged from storytelling vignettes to simple silhouette patterns to see what would work for both the Huggies and Disney brands. We incorporated soft watercolor character art and icons from Disney Baby style guides in keeping with ingredient assets chosen for the outer carton designs.

  • Pattern design
  • Illustration
  • Licensing








THAYERS RENO


The Client: L'Oréal

The Challenge: How to take a brand renovation concept and execute it across multiple pack types

The Solve: The Thayers team had a concept of how their renovation should look, but it was not completely resolved or ready to be adapted to unique pack types. We took the concept and created adaptation rules to keep consistency from their core toners line to unique one-offs by workshopping messaging, typography, colors, spacing, etc. Our finished product for the client was a 35-page brand guidelines document to maintain consistency for all future products.

  • Adaptation development
  • Adaptation rules
  • Brand guidelines
  • Color development
  • 3D renders


FRONT END INNOVATION


The Client: L’Oréal, CeraVe

The Challenge: How to make a new product look like a natural addition to an existing well-known line

The Solve: The CeraVe team wanted to explore different ways to market their new Micellar Water product, so we researched ways to create unique options to sit with the competition on shelf. While the marketing team decided on how many products would be in the new line, those of us on the design team explored different color schemes, claims, and layouts, knowing there would be multiple variants being produced in multiple regions needing to be translated from English.

  • Concepting
  • Icon exploration
  • Claim exploration
  • Render creation


NEW INNOVATION
DOG PADS


The Client: Kimberly Clark

The Challenge: Create a line extension for the Scott brand outside of their core family care product line that could work beyond just one new product innovation

The Solve: The team workshopped multiple different packaging concepts and layouts to explore what front of pack layout and imagery would work for Scott’s entrance into the pet category. After doing a category audit for claims, colors, and photography, the team decided on a route that felt the most warm and homey. We had to consider how the design system would work for a lower tier and a premium tier that did not have much of a visual or benefit difference. Many different claim iterations were considered and the packs were ultimately consumer tested to choose which direction resonated the most. 

Once the design layout and graphics were tested, the team workshopped the all-panel layouts to finish telling the story of this new offering on the sides of the pack. The adaptation process included photography retouching and render creation while considering multiple different pack widths, Canada regulatory, and printing constraints.

    • Front of pack concepting
    • Messaging
    • Consumer testing
    • Retouching
    • 3D renders
    • Size adaptation
    • Production





    TV SHOW LOGO


    The Client: Disney

    The Challenge: Create a logo for a new Disney Junior show

    The Solve: The Show Team needed a logo to represent their new show airing on Disney Junior. It needed to match the original concept approved using a font we did not have the rights to. It needed to feel connected to this vampire themed show without feeling too dark for toddlers while matching the Disney Junior style. The logo would be used on everything from TV graphics to licensed products.

    • Logo Design



    KERASILK HOLIDAY CAMPAIGN


    The Client: KAO, Salon Division

    The Challenge: Create a compelling, giftable line of haircare packs that caters to the viral social media “Get ready with me” trend while introducing Kerasilk’s new brand look, tone, and feel

    The Solve: Through brainstorming around KAO’s holiday theme, we devised a packaging campaign inspired by self care. Each pack featured a unique soothing watercolor design that feels like art that the consumer could keep on their bathroom counter. The color palette was inspired by the pastel bottles and the watercolor formations were based on the theme of each pack. We also included a positive-affirmation message on the top panel for women to start their day on a meaningful note. 

    This design system needed to work across cartons and belly bands and be adapted for both North America (English/French) and Australia/New Zealand (English only). 

      • Mood board concepting
      • Package design
      • Retouching
      • Multi-lingual adaptation
      • Production





      COOKIE REBRAND


      The Client: Mera Bites

      The Challenge: Create a new brand identity for a healthy cookie in an already saturated market

      The Solve: Mera Bites needed a new structure for their healthy cookies and in the process wanted to rebrand as well. The cookies came in large clamshell packaging and now needed individual packaging for selling one cookie at a time. After doing a competitive audit, there were many different directions we could take their brand to both fit into the category and stand out on shelf.

      We proposed 4 mood boards with different brand identity directions, giving the client options to choose how they want their new brand to feel. They chose to feature the ingredients on pack with a soft illustration style and colors found in nature to mimic the healthy ingredients and entice appetite appeal. We added a unique dome-shaped window to see the product through the pack that would become an ownable shape derived from the unique cookie shape. We also created a group of custom illustrations per flavor for the client to utilize outside of packaging.

      • Competition/white space audit
      • Brand identity
      • Design strategy
      • Mood boards
      • Package engineering
      • Illustration
      • Color development




      DIGITAL CAMPAIGN


      The Client: Kimberly Clark, Pull Ups

      The Challenge: Create ATF and BTF Tiles for the new Pull Ups Night Time Campaign

      The Solve: Utilize assets to convey client message in multiple different tiles. Make sure marketing message is clear to consumers through photography, iconography, and messaging.

      • Digital Shelf
      • Marketing
      • Package Design
      • Consumer Education
      • Consumer Interaction




      Copyright: Alyson Kayne 2025