THE ORDER
served
2023
PREPARED BY
Graphic Designer
packaging
brand
THE BRIEF
A packaging project from my BFA that reimagines three products from Williams Sonoma's food line, marina, rigatoni pasta, and coffee crumble cake mix, for a different audience. Williams Sonoma is well-known for gourmet, artisanal goods aimed at established home cooks. I redesigned the packaging to speak to someone newer to the kitchen: first-time home cooks, beginner bakers, shoppers on a budget.
01
the problem + insight
+
Hospitality decision-makers are busy and skeptical of AI claims. They need to see ROI before committing to a new platform. The challenge was translating complex product capabilities like AI voice agents, PMS integrations, and autonomous call handling into marketing materials that felt human, credible, and results-first rather than feature-heavy.
The most compelling way to communicate a technical product isn't through features — it's through outcomes. Decision-makers want to know what it does for their bottom line. Leading with client results like $180k in labor savings and a 100% call answer rate made the product immediately legible.
02
the approach + outcome
+
Hospitality decision-makers are busy and skeptical of AI claims. They need to see ROI before committing to a new platform. The challenge was translating complex product capabilities like AI voice agents, PMS integrations, and autonomous call handling into marketing materials that felt human, credible, and results-first rather than feature-heavy.
The most compelling way to communicate a technical product isn't through features — it's through outcomes. Decision-makers want to know what it does for their bottom line. Leading with client results like $180k in labor savings and a 100% call answer rate made the product immediately legible.
the work
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