Branding + Packaging Design
Created Epic Goods, a private-label snack and beverage brand built to pop off the shelf at ampm convenience stores. I owned the program from the ground up, naming territory, logo, and brand identity through a flexible packaging system that scaled to more than 100 SKUs across candy, popcorn, nuts, jerky, iced coffee, smoothies, and electrolyte water, then used AI-powered photography to produce premium product and lifestyle imagery at the speed and volume retail demanded.
Started with the brand foundation: a friendly, lowercase "epic goods" wordmark with a playful looping "e" that reads instantly from across a busy gas station. I paired it with a bold, saturated color system, electric blues, hot pinks, greens, and purples, so the logo could flip between knockout-white and full-color treatments and still feel like one brand whether it landed on a candy bag, a coffee bottle, or a beanie.
From that core, I designed the packaging architecture, a repeatable layout system of logo placement, a clean sans-serif type hierarchy, sweeping color blocks, benefit callouts, and appetite-driving product photography. The framework was built to stretch across wildly different formats: stand-up gummy pouches, popcorn bags, snack-nut packs, jerky, smoothie and iced-coffee bottles, and electrolyte water, while keeping every SKU unmistakably Epic.
I art-directed and produced the imagery with AI-powered photography, generating photoreal hero shots, styled still lifes, and lifestyle scenes, people snacking at the beach, on the couch, sharing gummies, that would have been cost-prohibitive to shoot individually across a 100-SKU line. This let the brand launch new flavors quickly while keeping a cohesive, premium visual identity.
Beyond packaging, I extended the system into the full retail and digital ecosystem: ampm shelf signage and "2 for $5.50" price callouts, branded snack boxes and merch, and Amazon-style PDP and A+ content modules ("Good Beans, Better Brew," "epic energy, without the crash") so the brand carried the same energy from the cooler door to the product page.
The result is a scalable brand engine, a documented logo, color, type, and layout system designed so new flavors and categories can be rolled out fast and consistently. What began as a single concept grew into a 100+ SKU private-label brand with a unified shelf presence across ampm locations nationwide.