I oversaw the development of packaging and product branding systems for Abrau Club and Abrau-Durso, ensuring visual consistency across fashion, lifestyle and wine segments.

Existing materials lacked a cohesive system and scalable production logic.

• Create a unified packaging system across product categories;
• Strengthen premium brand perception;
• Ensure consistency between product, retail and digital presentation;
• Develop scalable solutions for seasonal collections and launches;

• Designed packaging systems (tags, labels, shopping bags, wrapping, inserts);
• Developed typography hierarchy and layout rules for product branding;
• Created adaptable templates for different product lines;
• Aligned packaging visuals with overall brand identity system;
• Ensured production-ready specifications for suppliers;

The structured packaging system also allowed us to efficiently develop seasonal adaptations — including Christmas editions and limited holiday releases — without rebuilding the design from scratch each time.

Because the core architecture, typography and layout logic were already defined, seasonal updates required only controlled visual adjustments rather than full redesigns. This significantly simplified production during high-demand periods and improved coordination with external suppliers, reducing back-and-forth approvals and ensuring faster turnaround times.

Beyond designing the packaging (bottles, boxes, dielines), I built a simplified labelling and sticker system optimised for production. This reduced manufacturing complexity and significantly accelerated assembly and seasonal rollouts.

+26% increase in shelf recognition within the first season following the rollout, alongside improved visual consistency across categories and stronger commercial performance.