Cruda Premium Raw Salsa Packaging

Project Type: Package Design
Client: Cruda
Role: Designer & Art Director

Team:
Writer: Tim Halverson
Creative Director: Todd Stone

My Role

As both designer and art director, I led the project from concept to production. I owned the full creative process—developing moodboards, exploring multiple design systems, refining the final direction, and delivering print-ready files to the vendor. I ensured the packaging balanced shelf presence with authenticity, translating Cruda’s cold-pressed process into a visual experience that felt true to the product.

Key Contributions

• Led concept development across three distinct design directions

• Art-directed the final handmade visual system

• Designed all packaging elements from typography to layout

• Translated brand philosophy into a tactile, shelf-ready design

• Prepared and delivered final production files to vendor