Enliven

From initial introduction to market momentum.

Role:
Creative Director,
Lead Designer & Strategist

Markets:
Illinois

Industry:
CPG

Enliven was created to help a locally owned, independent brand compete in a market increasingly dominated by large, multi-state corporations. As the category scaled, many corporate brands began to prioritize efficiency and standardization at the expense of product innovation, variety, and consistent quality, resulting in experiences that felt interchangeable rather than memorable.

The opportunity was to build a brand that balanced purpose with play, celebrating familiar, sweet indulgences through a mindful, feel-good lens. Enliven delivers classic favorites that make people feel as good as they taste, empowering everyday enjoyment on the consumer’s own terms.

THE CHALLENGE.

The category presented several structural and emotional barriers for consumers:

  • Corporate brands overshadowing independent, locally owned businesses

  • Products that felt intimidating, overly technical, or impersonal

  • Limited education for first-time or casual consumers who wanted to feel in control

  • Experiences that lacked warmth, joy, or a sense of everyday lifestyle fit

Enliven needed a brand strategy and creative system that could humanize the category, amplify its independent roots, and invite a broader audience in, without relying on clichés or loud visual tropes.

RESULTS & IMPACT.

Enliven emerged as a credible independent challenger in a category dominated by multi-state operators, growing its portfolio from three to nineteen SKUs and earning award recognition across select products, while achieving consistent traction and a sustained top-30 ranking in its core Illinois market. This performance validated the brand’s differentiated positioning and strong consumer appeal.

New product launches continued to fuel momentum, and a scalable brand system established a clear pathway for portfolio expansion, entry into new markets, and long-term growth.

MINDFUL BY DESIGN, FUN BY NATURE.

I positioned Enliven as a mindful, welcoming alternative to corporate incumbents—grounded in local ownership and everyday enjoyment. The strategy prioritized experience over excess and accessibility over intimidation. Key initiatives included:

  • Defining a brand position rooted in inclusivity, balance, and feeling good

  • Establishing a name and identity that feel optimistic, approachable, and purposeful

  • Avoiding category clichés in favor of a clean, modern, discreet aesthetic

  • Creating a visual system that signals quality, enjoyment, and real-life usability

STANDING OUT WITHOUT SHOUTING.

Packaging was designed to help a small, independent brand compete confidently on shelf against much larger players by reducing friction and simplifying choice. Key initiatives included:

  • Designing clear hierarchy to support quick, confident decision-making

  • Using familiar visual cues and expressive color to communicate enjoyment and flavor

  • Balancing shelf impact with warmth and approachability

  • Reinforcing trust and quality without aggressive or overly branded cues

EASY TO EXPLORE, AND SHOP.

I led the design of a digital experience that extended Enliven’s welcoming, educational mindset into an intuitive, consumer-first website. Key initiatives included:

  • Delivering clear education, effects guidance, and product-specific details

  • Creating clarity and reassurance across UX, content, and information hierarchy

  • Designing approachable pathways that encouraged confident exploration

  • Driving retail awareness and online-to-offline transactions through a conversion-optimized strategy
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AT THE POINT OF PURCHASE.

To support launch and continued growth, the brand system was thoughtfully scaled across print and digital collateral, often deployed in coordination with in-store marketing efforts to create cohesive, high-impact consumer moments. Key initiatives included:

  • Developing cohesive assets for retail environments, in-store marketing, and digital touchpoints

  • Maintaining a friendly, locally rooted brand voice while adapting across formats and contexts

  • Ensuring visual consistency while enabling modular, flexible execution

This approach ensured the brand showed up with clarity and consistency wherever consumers encountered it, especially at the point of purchase.

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