The goal of this project was to create a brand to solve a manufacturing need. This brand concept needed to capture an age demographic between 25-35. My key roles were developing brand identity, product development and shipping a product that resonated with a market that the home brand didn't currently capture in retail.

Creating this brand utilized all of my skill stack and dedicated time to executing each step:

• Creating concept designs "Special: edibles" derived from many of the now vintage stylings we saw in the 90's which captured the target market the company was aiming for. This would become "Duff World" which makes up the brand's home.

• From this, being able to capture part of my own culture and building inclusive design became a large part of this project starting with a Chicano | Lowrider infused style called "Duff & Roger", built around the iconic musical group Zapp & Roger.

• Tony Hawk Pro Skater, House of Pain, Spike Lee's: Do the Right Thing, Baywatch, Dragon Ball Z, Tekken 3, Snoop Dogg, Vans, Zumies, Shopping Malls all played a part in creating 6 other package concepts, each meant to attract the eye of varied consumers

• Managing Vendor Relationships and redlining bids made this project successful by advocating for a manufacturing budget that met the company's needs for a budget brand; while offering a new vendor relationship that would save the company 25% in manufacturing costs per year by switching providers.

• Packaging Design, Art File Creation and Printing oversight.

• Website Scaffolding in Figma, Wire framed and created in Framer and setting up DNS records via Dotster to Launch the official website in under 1 week.

• 3D packaging modeled in Blender, UVs maps created in Illustrator and rendered in Eevee for rapid prototyping and delivery.

This project included in-house employed work and continued freelance work to launch this brand as I ended the position - Creative Director, when relocating to the northern-valley of California.

www.duffysbrand.com