PlanetBox

At Lifetime Brands I worked on PlanetBox as a packaging and creative designer. PlanetBox focuses on kids recycled stainless steel lunch boxes as well as other eco-friendly lunch-time products. PlanetGoods is a brand that will be launching 2026 with an aged-up line of kitchen and dinnerware focusing on the ‘parents of PlanetBox’ with a variety of merchandise.

During my time at Lifetime Brands as the creative designer, I led a wide range of projects from packaging to UI and email. I played a key role in evolving the brand identities, elevating the visual strategy across packaging, digital, and retail channels. My creative direction helped unify brand messaging and enhance consumer appeal, contributing to over 20% year-over-year sales growth across all platforms. The transformation not only modernized the brands’ presence but also drove measurable business impact.

Here we can compare the site before I was brought on, and then after. My ask was to invite a more playful tone into the brand and to assist in creating photography that suited our market. The previous site was not responsive and relied on basic 50/50 style blocks that were lacking some of the whimsy the brand wanted to move towards.

After working on the site, I introduced more shapes and kid-friendly elements while still maintaining an easy to browse experience for parents. I also brought in more hand-drawn doodles into the brand assets. I helped the site transition to a new theme that allowed us to make even more changes to improve our UI based on UX research I worked on. I ran diagnostics to pinpoint improvements to the site that improved our site traffic over 200% from the previous year.

Photography Direction

I had the pleasure of orchestrating several new photoshoots for new colors that were introduced into the PlanetBox line. I picked out backdrop colors, themes, food for the lunch boxes, composition and style. These images were meticulously planned out for each channel they would appear in, from ads, to website, email and social media.

I also provided art direction for several photoshoots to create images for our campaigns and new products. I worked from concept to implementation of this gridded new product feature image. I even helped make the little lady bugs in the photography studio!

Earth Day Campaign

This is one of PlantBox’s biggest sales of the year with a heavy focus on reusing and recycling. I wanted to bring some fun elements into the brand and drew chalk-assets on my ipad to use across different channels. I love re-working photography to keep things fresh, whether its a cutout or adding elements to the image.

Packaging

I worked on the PlanetBox packaging line from concept to completion. I was responsible for designing dielines tailored to each product's unique shape and requirements, ensuring they were both structurally sound and visually aligned with the brand. I created detailed, print-ready files that met production standards and streamlined communication with manufacturers. During this process, I also made key decisions on the visual direction of the brand—refining typography, color palettes, and layout systems to enhance shelf appeal and consistency. I ensured that every packaging element—from icon systems to callouts—supported the eco-conscious, kid-friendly identity of PlanetBox. Collaborating with the marketing team, I helped align messaging across digital and physical touchpoints. This project required both technical precision and creative problem-solving, and ultimately contributed to a cohesive brand refresh. My work helped modernize the packaging while staying true to PlanetBox’s mission and customer base.

After the packaging was sent to the manufacture, they would conduct drop tests to ensure the products would arrive safely. Sometimes I would need to make revisions based on these drop tests to ensure products were not damaged.