As an in-house designer at Williams-Sonoma, the task was to create packaging that reflected the brand’s timeless culinary heritage and its belief that the kitchen and the act of entertaining deserve beauty, quality, and care. The brand’s aesthetic draws from global artisan traditions—European farmhouse simplicity, Italian rustic elegance, and the warm character of old-world food packaging. Across core staples, seasonal offerings, tabletop accessories, giftable sets, customer kits, and educational materials, the goal was to express understated luxury, authenticity, and the rich stories behind each maker and ingredient.
To bring this aesthetic to life, I created packaging rooted in clarity, refinement, and craftsmanship. Strong, structured typography provided a sense of heritage and trust, while clean layouts and restrained palettes emphasized elevated simplicity. Hand-drawn illustrations and subtle textural details reinforced the brand’s global artisan influence, evoking old-world culinary traditions. Each piece—whether a staple pantry item or a seasonal gift—was designed with consistency across all touchpoints, uniting food and tabletop collections through a cohesive visual system.
