As Cricut moves to a more international audience the need arose to create more cost effective packaging that can go into as many countries as possible.
The ask was to take our full-color printed machine box and create a simplified version that could be printed in mass, and accommodate the needs of different countries, regions and legal rules.
The goal was also to eliminate waste by shipping the machine box in the display box as one unit (instead of a box in a shipper).
This required a lot of communication with legal, compliance, international partners and engineering.
The challenge was to create a packaging system that was budget friendly and interchangeable for materials from 5 feet to 75 ft in length for a variety of colors.
By creating a system of smaller labels that can be applied to the boxes we were able to introduce a large cost saving versus individually printing full boxes. A large swatch of the actual material on the outside of each box, was included instead of a printed representation of the material. This was a win for showcasing materials with glitter and holographic finishes.
This system also provides reusable packaging that can store extra material in an organized way.
The ask here was to showcase 13 inch Smart Materials as part of a machine launch. From research we learned that consumers shop Cricut materials by color first, then after that they move through all the other options.
By making sure large portions of the material are visible, or printing large swatches on enclosed packaging we were able to create an easy way to shop by color and also create a beautiful in store presence when shopping for Cricut brand materials.
People have started referring to this as the “Rainbow Wall”.
One of my favorite things to do is design icons. I have learned through focus testing that people do not read and react positively to icons and other image that create quick understanding.
These are a some of the icons I created for a project I am current working on that will be revealed soon.
This project was a bit tricky, the challenge was to packaging up a variety of materials, tools and accessories to accompany online lesson plans.
The trick was that the lesson plans could change or be individualized by the user. So super specific images were not included. The idea was to show an interesting enough image on the front of the box that it would intrigue people who would take the lessons, but also provide them freedom to choose their own images and projects.
There are 3 different kits and inside have each material clearly labeled for new crafters.
I was able to create each cover design and art direct the photo shoot for these.
Make Their Day
This campaign was focused on machine sales and the idea that you can either gift a machine to someone, or you can use that machine to make something special for those in your life.
By focusing on machines, and a short sale period we were able to create a very successful campaign.
I created a “kit of parts” that was shared with retailers and our international team so they could create additional assets for their specific needs.
Easter
This is a very popular campaign. Easter is a big crafting holiday and Cricut has a virtual egg hunt within their software that creates a lot of user interaction.
For this campaign we use art from our pool of artists and create assets that can be use for the egg hunt and promotions through the Easter season.
I was asked to create a Packaging Style Guide for consumables. Cricut has about 700 SKUs of materials in the market worldwide. There are many brand rules, legal, retail specific and international requirements that needed documentation.
Here are the first few pages of the style guide created to explain each piece of the packaging puzzle.
Retails displays has been one of my responsibilities in the past. I work with the Creative Director, Sales team and Retailer guides to create signage and displays for multiple retailers.
I was asked to create some rules and styles for International packaging. This was tough because we included 7 different languages on the package.
I was able to create a clean system that includes the legal and international requirements for materials, tools and accessories.
I love to illustrate for fun and have been playing around with textile type collections and stickers in my free time.
This playful print of flowers and mushrooms was inspired by wandering through the forests of Oregon and falling in love with moss, ferns and mushrooms.
A jar of marbles was the inspiration for this collection. I chose a color scheme from the most common marbles and then wandered into illustrations of how that might translate into a group of prints.
The collection started from a doodle of abstract shapes. I really liked where it was going but, decided to sneak in one recognizable shape of a cat head for fun.
There are so many fun and interesting shapes found underwater and in sea plants. I wanted to create a collection of fun creatures and colors.
The floral print collection reflects the essence of spring and new life. I love the spirit of spring flowers and freshness that comes with spring.
My happy home collection is created from a collection of fun little flowers, and tiny houses. I like to imagine being nestled into a tiny house surrounded by flowers.
