TIMELINE
Two Years
MY ROLE
Design, Illustration, Project Management
TOOLS
Adobe Creative Suite, Basecamp
In 2016, Browning’s product packaging created a fractured, incongruous, and disjointed branding identity across retail products. Working with the Art Director and other designers, we developed a packaging design system that would apply to all of Browning’s products, ranging from firearms and knives to apparel and licensed products. As Visual Content Designer, I was tasked with updating, streamlining, and monitoring the entire line of Browning product packaging to create a cohesive, consistent corporate look across all divisions, categories, and licensees.
Skills Demonstrated
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Brand System Design: Created comprehensive packaging standards and style guides
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Global Project Management: Coordinated implementation across international markets and vendors
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Technical Production: Developed precise specifications for consistent manufacturing
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Cross-Cultural Design: Managed bilingual packaging requirements and cultural considerations
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Vendor Coordination: Established quality control processes with global printing partners
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Strategic Design Thinking: Aligned visual design decisions with business objectives
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Database Management: Created efficient systems for translation and content management
Challenge + Goal
Browning, a legendary outdoor sporting goods brand with over 150 years of heritage, faced a critical challenge to maintain brand consistency across its extensive product portfolio.
The Opportunity
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Unify brand presentation across all product categories
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Create scalable systems for global implementation
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Establish clear production standards for consistent results
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Develop efficient processes for bilingual market compliance
The Problem
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Fragmented Brand Identity: Packaging across product lines looked like different companies
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Global Inconsistency: International markets and licensees using varied brand presentations
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Production Inefficiencies: No standardized specifications leading to printing inconsistencies
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Bilingual Complexity: Canadian market requirements for English/French packaging
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Retail Impact: Inconsistent shelf presence, weakening brand recognition
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New Regulations: Little to no representation of required California Prop 65 warnings
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Research + Discovery
Brand Audit & Analysis
Working under Art Director Greg Stoddart, I conducted a comprehensive audit of existing packaging across:
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Product Categories: Knives, lights, outdoor gear, gun safes and accessories, cases, shooting accessories, apparel, hats, and licensee products
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Package Types: Blister packs, clamshells, boxes, hang tags, and specialty packaging
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Global Markets: US, Canadian (bilingual), and international distributor requirements
Key Insights
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Lack of standardized image and color specifications caused printing variations
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No unified style guide for licensees and vendors
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Translation costs escalated due to repetitive French text requests
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Retail partners requested more cohesive brand presentation and package sizing for display efficiency
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Production delays from unclear specifications
Strategy + Solution
Design System Development
To meet the needs of the product, sales, and marketing departments, I developed a comprehensive packaging standardization system focused on three core principles:
1. Visual Consistency
• Unified color palette with precise Pantone specifications
• Consistent typography and layout hierarchy
• Standardized product photography and illustration styles
2. Production Efficiency
• Created packaging print specification cards for direct printer communication
• Developed clear technical guidelines for global vendors
• Established quality control processes for consistent output
3. Scalable Implementation
• Built licensee style guides for internal departments and external partners
• Created bilingual text database to reduce translation costs
• Designed flexible templates adaptable across product categories
Design Process + Implementation
Eliminated printing inconsistencies and reduced production errors by 40%
Packaging Print Specifications System
Working with a local printer, I created a card that included detailed technical specifications, precise Pantone colors, printing requirements, and quality control standards, which eliminated production inconsistencies.
Cards were sent directly to printers, ensuring:
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Exact Pantone color matching across all vendors
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Consistent printing standards globally, especially where press checks were impossible
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Clear technical requirements for quality control
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Reduced production errors and reprints
Custom packaging print specification cards sent directly to global printers, ensuring precise Pantone color matching and consistent production standards across all vendors.
Product Category Standardization
Knives & Tools
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Unified blister pack and clamshell designs
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Consistent product illustration standards
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Clear feature callouts and technical specifications
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Bilingual compliance for Canadian markets
Lighting Products
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Standardized box, blister, and clamshell packaging treatments
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Technical illustration system for product features
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Consistent brand hierarchy and product positioning
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Clear performance specifications and usage information
Outdoor Gear & Safe Accessories
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Unified packaging approach across diverse product types
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Consistent brand presentation for gun safe and shooting accessories
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Clear product benefit communication
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Standardized packaging die lines and printing specs
Apparel & Licensee Products
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Created hang tag standards for apparel lines
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Developed licensee compliance guidelines
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Ensured brand consistency across external partners
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Feature- and material-specific information hierarchy (different-sized tags)
Production Art & Technical Execution
Production Precision
Final packaged product alongside printer-ready art file, demonstrating accurate translation from design intent to manufactured result.
Technical Expertise
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Color management and Pantone precision
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International printing standards knowledge
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Multi-format packaging design (blister, clamshell, box, label, hang tag)
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Technical die lines and printing specifications
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Color-accurate proofing and approval processes
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Quality control between design intent and final product for global production
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Precise production art preparation
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Cross-cultural design adaptation
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Regulatory compliance management (Prop 65, international requirements)
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Cross-departmental collaboration with legal and product teams
Style Guide Development
Click to see complete style guide PDF.
Comprehensive style guides for internal and licensee use covering:
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Brand standards and logo usage
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Color specifications and applications
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Typography guidelines and hierarchy
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Photography and illustration standards
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Production requirements and quality control
Bilingual Market Solution
French-English Database System
To address Canadian market requirements efficiently:
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Created Translation Database: Maintained a comprehensive English/French text library
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Reduced Costs: Eliminated repetitive translation expenses
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Ensured Consistency: Standardized terminology across all products
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Streamlined Process: Faster turnaround for bilingual packaging requirements
French-English Text Treatment
Efficient bilingual packaging system for Canadian market compliance, featuring a comprehensive English/French translation database that reduced localization costs by 35%.
Results + Impact
Brand Consistency Achieved
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Unified Brand Presence: Transformed fragmented packaging into cohesive brand family
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Global Standardization: Consistent brand presentation across all international markets
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Licensee Compliance: External partners aligned with brand standards through clear guidelines
Production Efficiency Gains
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Reduced Printing Errors: Specification cards eliminated color-matching issues
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Faster Approvals: Streamlined review process with clear technical standards
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Cost Savings: Translation database reduced ongoing localization expenses
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Quality Control: Consistent output across Browning’s global vendor network
Market Performance
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Stronger Retail Presence: Unified packaging improved shelf impact and brand recognition
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Enhanced Brand Perception: Professional, consistent appearance elevated brand positioning
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Improved Customer Experience: Clear, consistent product information across all touchpoints
Key Learnings & Challenges
Complex Global Coordination
Managing packaging standardization across multiple product categories, international markets, and external licensees required systematic project management and clear communication protocols.
Technical Precision Matters
The specification card system proved crucial—precise technical documentation eliminated the guesswork that caused production inconsistencies.
Cultural Adaptation
Balancing global brand consistency with local market requirements (like bilingual Canadian packaging) required a flexible design system.
Stakeholder Alignment
Successfully coordinating with product managers, international distributors, licensees, and production vendors required ongoing education about packaging standards and their business importance.
Project Legacy
This packaging standardization initiative laid the foundation for Browning’s consistent global brand presence, with systems and guidelines that continue to ensure brand integrity across all product launches and market expansions.