A scalable packaging and retail brand system created to organize complex product information, support new SKUs, and keep Diablo recognizable across catalogs, packaging, and shelf environments.
Diablo’s product portfolio spans numerous categories, materials, applications, specifications, package formats, and SKUs. The challenge was to organize that complexity without weakening the brand’s recognizable retail presence or making production harder to manage.
As a graphic designer working within the Diablo and Freud Tools organization, I contributed to packaging systems, product catalogs, brand standards, retail applications, art direction, and production-ready files. The work was collaborative, balancing brand requirements with input from product, marketing, and production teams.
Built a flexible packaging system that defined color, typography, iconography, and layout rules across product categories.
Established color logic tied to material, thickness, and application so shoppers could identify relevant product families more quickly at shelf.
Designed a modular icon and information-bar system that prioritized key specifications and performance benefits in high-density retail environments.
Created scalable guidelines so new SKUs and formats could launch within a consistent framework instead of rebuilding the system each time.
I contributed to the redesign and ongoing evolution of the Diablo product catalog, organizing complex product information into a clear, repeatable system. The updated layouts used the same hierarchy and visual logic as the packaging system, helping customers compare applications, features, and SKU differences more easily.
By standardizing layouts and callouts, the catalog supported more efficient maintenance and new-product expansion while keeping the experience clear and on-brand.
Translated modular layout systems into production-ready packaging that scaled across SKUs without sacrificing clarity.
Designed dielines, information hierarchy, and iconography to ensure critical specs remained legible in physical retail environments.
Maintained brand consistency from catalog and digital layouts through final printed packaging.
Balanced manufacturing constraints, retail visibility, and customer decision-making at shelf.
These applications show how consistent hierarchy, product coding, flexible layouts, and production rules carried across tools, formats, and retail touchpoints.
The resulting system created a more consistent framework across packaging, catalogs, guidelines, and retail applications. Standardized hierarchy, product coding, and modular layouts supported new SKU development, clearer technical communication, and more repeatable production without requiring the brand system to be rebuilt for each format.
Tell me where packaging, product information, or production consistency is creating friction. I’ll review the challenge and help determine the clearest place to start.
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