Product Design Revamp

There comes a time in (almost) every brand’s life where a little bit of updating is required. Just like people, sometimes the things that we have become accustomed to grow old right before our very eyes. Does this mean they need to be killed? Absolutely not, but a little bit of tender love and care certainly go a long way. As such, I decided to rebrand one of my all time favorite hot sauces: Valentina.

Selected Target Group

Hot sauce is a young man’s game. Or young woman’s game. No gender bias here. Hot sauces are targeted at people aged 18-35 and that is where the inspiration for the new design came from. Younger people are more likely to use the design of a product to determine whether or not to buy it. Valentina’s initial design was not bad, but it left something to be desired. As such, I believe that a more modern approach is the way to go.

Big Idea to Redesign the Package

Hot sauce is market that is full of competition. It seems as though there is a new hot sauce craze every couple of years. As such, keeping a heightened brand image is vital for the success of the sauce. A hot sauce from Mexico has the capability to show off the heritage of hot sauce in Mexico. The Aztecs used sauces made of chili peppers and salt that are the origins for hot sauce today. Valentina’s ingredients are simple, like those of the ancient Aztecs, which could be used to showcase that legacy. I redesigned the label for Valentina Hot Sauce to bring forward this legacy and show that hot sauce is the future, because it is the past. People are interested in the story behind a brand. Promoting this story can drive more sales as the information leaves more lasting impressions on the consumers.

Now, package redesign isn’t something that happens all at once. Inspiration is key. As such, I created a Pinterest board and looked for inspiration from people that have already been successful at rebranding. A link to that board can be found here

Color Scheme and Swatches

Redesigned Logo

From this point (after I redesigned the logo and determined color schemes) I needed to create the rest of the design for the label. I needed to make a label that would fit and that would match the theme and feel that is produced from the logo.

Process of Flat Design

In order to make the design appear more clean and professional (and after some critique from colleagues), I upped the font size, fixed some of the issues with leading, got rid of old branding materials, and worked to make everything more legible and clear. I then swapped the one label out for two, with the nutritional facts being located on the back. This is the final version of the flat design:

Then came the process of actually getting the label onto a bottle of Valentina to see just how successful the design was. After about 8 rounds of printing, I got to a place where I was satisfied. I then took an Exacto knife and trimmed the label out of sticker paper and secure it to a freshly de-labeled bottle of Valentina.

Overall, this project taught me a lot about how to adequately design packaging and labeling for products, which was an area I had never ventured into before. There were definitely unexpected areas that caused problems, like the printing and cutting as securing the label, but in the end those things helped me grow.

Pitch Book


Photo Contest

Photos that I submitted:

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Entering this contest was actually really quite simple. I went to and clicked on ‘submit entry’. I chose to submit three portraits to their “Shoot the Face” contest. The contest was $15 to register for three photos, and it was as easy as uploading the images and paying for the registration and hitting submit.

I chose to go with the because their style looked like something I could relate to and submit photos for. It was also one of the only contests that was still open. Obviously, I would like to win, but I’m not holding out too badly for that.

Contest here –

I entered the contest on Tuesday December 6, 2016

Photobook Comm 300

Learning how to capture and edit images has brought me extremely useful skills that will carry me far in my communication career. In order to showcase some of the skills that I have gained over the semester, I designed and printed out a photobook. This way, I can show my work off to potential employers as a representation of what I can do.

I designed this photobook using primarily Adobe Indesign (I also used Adobe Photoshop). I used the sans serif font Lato as the font for the whole book, but with differing weights to add variability and contrast. I used MyPublisher’s software and services to get the book printed, and I quite pleased with the results.


This is a link to my photo book.

Fine Art Print

For my fine art print, I chose one of the photos that I took at Bannack. I looked at the image in the camera immediately after taking it and thought it looked pretty dang good. Upon review on my computer, I realized it was grossly underexposed. I went through and cleaned up the exposure, and did some non-destructive burns and dodges, and added some color correction. I sharpened the image using a unsharp mask. I also went in and added some artificial light coming in from the door, to go along with the glow around the door anyway. When I got the print, I realized just how dark things get when they print, and the image was a bit soft despite the sharpening, but I like the way it turned out.

Before Edits:


After Edits:




Tasteful Typography

So this project was all about integrating text into images to add to them without taking away the value of the image itself. While at Bannack ghost town I took lots of images of windows as a theme for this typography project. Once I had enough images I was satisfied with I took the images into Photoshop and made edits to make the images display quality. Then I chose a couple of images with adequate negative space to add text to them to add to the feel of the images. I also made a watermark using my signature and a complimenting font.

Layout design Font: Lato Bold (Sans Serif)


Title Font: Marcelle Script Regular (Script)

Body Font: Khmer MN Bold (Oldstyle)


Title Font: Geared Slab Thin (Slab Serif)

Body Font: Lato Light (Sans Serif)


Title Font: Marcelle Script Regular (Script)


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