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Art Direction by Robert Renteria, United States.

Working as the Art Director at Boon, Inc. I worked with the the founder, design department & marketing department to redesign the already successful packaging of the Boon product line to coincide with new product launches.

After researching competing products, non-industry products, and analyzing the audience, I developed a concept that I felt would appeal to the target demographic of parents who were already familiar with the modern design of both Boon products and packaging, all while catching the attention of parents of those who weren’t.

Looking to still embrace the minimal design of the previous packaging we maintained the white space and clean typography but updated the the font choices and layout. The biggest change to the packaging came in the full bleed life-style photography (art-directed by founder Rebecca Finell), quirky copy-writing & shadowbox container design.