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 against large, multi-state corporations prioritizing standardization over product innovation and variety.

The opportunity was to build a brand balancing purpose with play, celebrating sweet indulgences through a mindful lens to deliver classic favorites and empower everyday enjoyment.

THE CHALLENGE.

The category presented several barriers for consumers:

  • Corporate brands overshadowing independent businesses

  • Impersonal, overly technical products

  • Limited education for casual consumers seeking control

  • Experiences lacking warmth, joy, or lifestyle fit

Enliven needed a brand strategy to humanize the category, highlight its independent roots, and invite a broader audience without relying on clichés.

RESULTS & IMPACT.

Enliven emerged as an independent challenger against multi-state operators, growing its portfolio from three to nineteen SKUs, earning product awards, and achieving a top-30 ranking in Illinois.

New product launches and a scalable brand system continue to fuel momentum, establishing a clear pathway for portfolio expansion, new market entry, and long-term growth.

MINDFUL BY DESIGN, FUN BY NATURE.

I positioned Enliven as a mindful, welcoming alternative to corporate incumbents, prioritizing experience over excess and accessibility over intimidation. Key initiatives included:

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

  • Establishing an optimistic, approachable, and purposeful identity

  • Avoiding category clichés for a clean, modern, discreet aesthetic

  • Creating a visual system signaling 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

AT THE POINT OF PURCHASE.

To support launch and continued growth, the brand system scaled across print and digital collateral, creating cohesive consumer moments. Key initiatives included:

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

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

  • Ensuring visual consistency while enabling modular, flexible execution

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