When I was a young concept artist at Source inc. in Chicago, we revered Joe Duffy’s work on Classico pasta sauce. In the world of maximum shelf impact pop, this design stood out for it’s beautiful illustrative design and muted color pallet. It certainly was a paragon of emotive package design.
Fast forward to 2003. I had the opportunity to work on one of my favorite brands. Lipson, Alport & Glass ask me to design imagery for 1 of 2 concepts being developed.
My concept was evolutionary in that it borrowed heavily on the past label art.
Here is the final label design. The Shelf pop zeitgeist finally caught up to the Classico brand, but L.A.G.A. wanted to keep the charming woodcut look. But in the final analysis the client wanted to move even farther away from where they were. O well, it still was a fun project.
Here is some of the development work that led to the final comp label.
In 2000 Hidden Valley needed a make over. I was asked to paint an idealized sun lit farm valley & sky, with (17) flavor icons. For 11 years the (valley) has defined the brand and ranch dressing in general.
This was a bit of work I did to show the development process I go through to paint an illustration. Just look at those old crts in my photo, and no gray hair ether.
I am thankful for the many things I learned with this project. It helped me define a style of illustration that was colorful, dramatic & appetizing. It also let me do a landscape inspired by Edwin Frederic Church. His work has given me a great love for landscape.
I have done a lot of Pringles illustrations, but this one was SMOKIN’.
My wife would always hold up a Celestial Seasonings tea package and say, “honey you should be doing work for them”. I would say, “yep, that would be the coolest”. Thank God He heard my prayer and they called me and said they had wanted to work with me for years. The opportunity came when they rebranded the package design and needed a less narrative and more flavor driven illustration.
The narrative part was still very much a part of the look they were after. Hibiscus is a main ingredient in the tea, so I came up with this hibiscus island concept. The background was to be universal to all of the flavors.
This was the first pencil drawing I did and simplified it a little in the final.
This poster image was created for an event in Palm Desert CA showcasing famously talented chefs and wine curators. I even was privileged enough to travel there, eat & drink and sign my posters. It is a large painting I did digitally in Painter, but like every thing I do drawings had to be made, so here are some of them.
This was my first swing at it, the client was unsure how much event info would be put on the poster, how ever the client wanted to include a wine bottle so something drastic had to be done.
Along the way the idea of weaving the event info into the composition with focus on food elements was done. All of my drawings were drawn separately and composed digitally.
The client wanted me to create a farm with lots of naturalistic landscape elements for a back to nature look. However it needed to be (idealized) in composition and tone.
This illustration was created for Celestial Seasoning Tea Co. The goal was to make an appetizing image while suppressing it, if that makes sense.