Casabella.
Everyday housewares got treated as pure utility. Casabella treated them as design.
Design belongs everywhere, not just the sink or shelf. It elevates the human experience. I built brand and product work around that idea, applying real design thinking to kitchen tools, cleaning products, and home goods most brands never gave a second look. One of those products, Eclipse, made from recycled green plastic bottles, won a TIME magazine Design and Style award.
As Creative Director, I led brand design for the company, its product lines, and its collaborative collections, working directly with retail partners including Target, Walmart, Martha Stewart, Lowe's, Home Depot, The Container Store, and Bed Bath & Beyond.
Actual products, not just concepts. Packaging and presentations built to sell them in. Retail displays and environments designed to hold up in big box aisles and gourmet boutiques alike. Trend forecasting that kept the line ahead of the category. Marketing, campaigns, and social content built to carry each launch from the shelf to the feed. Collaborations with retailers and independent artists that gave each collection its own identity while staying unmistakably Casabella.
Actual products, not just concepts. Packaging and presentations built to sell them in. Retail displays and environments designed to hold up in big box aisles and gourmet boutiques alike. Trend forecasting that kept the line ahead of the category. Marketing, campaigns, and social content built to carry each launch from the shelf to the feed. Collaborations with retailers and independent artists that gave each collection its own identity while staying unmistakably Casabella.
Eclipse alone proved the point: a recycled plastic bottle brush good enough to win design press and win a spot on Martha Stewart shelves next to Target and Home Depot. Same design language, same brand voice, every campaign, every shelf.
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