Branding
Previous design



                  Project Type:
                  Brand refresh

                  Objective:
...
Branding
           Project Type:
           First non-gum product line extension
           for the Doublemint brand

   ...
Branding
Previous design



                  Project Type:
                  Brand refresh

                  Objective:
...
Branding
Previous design




                  Project Type:
                  Brand redesign

                  Objective...
Branding

           Project Type:
           New limited edition sub-brand of
           Hubba Bubba chewing gum

       ...
Branding

           Project Type:
           New product introduction

           Objective:
           Create branding f...
Branding

           Project Type:
           New oral care product for Taiwan

           Objective:
           Use exist...
Branding

                  Project Type:
                  Design update for Asia Juicy Fruit

                  Objectiv...
Branding

           Project Type:
           Design implementation

           Objective:
           Introduce the global...
Branding

           Project Type:
           New product introduction

           Objective:
           Position as upsca...
Branding
Previous design




                  Project Type:
                  Design implementation

                  Ob...
Branding
                  Project Type:
                  Design refresh

                  Strategy:
Previous design   U...
Branding

           Project Type:
           Design refresh (Germany only)

           Objective:
           Update the O...
Branding

           Project Type:
           New product introduction for
           Eastern Europe

           Strategy:...
Production
             Project Type:
             Global Artwork Production

             Accomplishment:
             Ma...
Promotional

              Project Type:
              Accent Products collateral pieces

              Objective:
       ...
Promotional

              Project Type:
              National Business Incubation
              Association Internationa...
Publications

               Project Type:
               Books for the National Nusiness
               Incubation Associ...
Publications

               Project Type:
               Promotional magazine

               Objective:
               D...
Publications

               Project Type:
               In-store magazine

               Objective:
               Crea...
Publications

               Project Type:
               Monthly magazine

               Objective:
               Art d...
Publications

               Project Type:
               Special advertising sections for
               Vegetarian Times...
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John Caruso Portfolio

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Portfolio of experience as design manager at Wrigley and as freelance designer previous to that.

Published in: Design
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John Caruso Portfolio

  1. 1. Branding Previous design Project Type: Brand refresh Objective: Give Juicy Fruit branding more impact on pellet packaging. My role: Led design team and all presentations, developed design strategies based on business objectives, worked with the team leaders to decide how this logo configuration would fit into brand architecture.
  2. 2. Branding Project Type: First non-gum product line extension for the Doublemint brand Objective: Maintain strong Doublemint branding while allowing for colorful flavor communication. My role: Led design team and all presentations, developed design strategies based on business objectives, developed final design.
  3. 3. Branding Previous design Project Type: Brand refresh Objective: Emphasize the whitening power and give greater separation from the base tab gum. My role: Worked with agency and my team leaders to develop design strategies based on business objectives, led design presentations and concept development.
  4. 4. Branding Previous design Project Type: Brand redesign Objective: Increase impact of Extra logo and improve taste appeal for the wide variety of flavors. My role: Worked with agency and my team leaders to develop design strategies based on business objectives, led design presentations and concept development.
  5. 5. Branding Project Type: New limited edition sub-brand of Hubba Bubba chewing gum Objective: Emphasize the metamorphasis from fruity chew to bubble gum fun. My role: Contributed to strategy ideation and design development, developed original concept and layout.
  6. 6. Branding Project Type: New product introduction Objective: Create branding for a sugar gum with similar brand equities as sugarfree Airwaves. Both brands will share advertising creative. My role: Developed design, layout and final artwork.
  7. 7. Branding Project Type: New oral care product for Taiwan Objective: Use existing brand architecture of the trusted oral care brand, but communicate a new whitening (“clean”) benefit. My role: Led design team and all presentations, developed design strategies based on business objectives that would fit into current Extra brand architecture.
  8. 8. Branding Project Type: Design update for Asia Juicy Fruit Objective: Apply the global brand architecture to the products in the Asian market. My role: Led design team and all presentations, developed design strategies based on business objectives, decided how these Previous design unique to Asia flavors would fit into global brand architecture.
  9. 9. Branding Project Type: Design implementation Objective: Introduce the global Doublemint design in Asia. My role: Led design team, contributed layout suggestions and worked with the team leaders to decide how these products would fit into the global brand architecture.
  10. 10. Branding Project Type: New product introduction Objective: Position as upscale and decadent to appeal to the new “coffee” generation in China. My role: Led design team and all presentations, developed design strategies based on business objectives
  11. 11. Branding Previous design Project Type: Design implementation Objective: Apply the newly designed Orbit branding for Europe and apply to over 25 flavors, 4 sub-brands in over 40 countries. My role: Led design team, contributed layout suggestions and worked with the team leaders to decide how these products would fit into the brand architecture.
  12. 12. Branding Project Type: Design refresh Strategy: Previous design Update dental candy line with new branding and more taste appeal, maintaining the scientific claim. My role: Led design team and all presentations, developed design strategies based on business objectives
  13. 13. Branding Project Type: Design refresh (Germany only) Objective: Update the Orbit packaging in Germany to emphasize the flavor appeal. My role: Worked with agency and my team leaders to develop design strategies based on business objectives, led design presentations and concept development.
  14. 14. Branding Project Type: New product introduction for Eastern Europe Strategy: Emphasize fun and fruity for a new Juicy Fruit chewy candy sub-brand. My role: Led design team and all presentations, developed design strategies based on business objectives
  15. 15. Production Project Type: Global Artwork Production Accomplishment: Managed a team of 15 coordinators who completed over 3000 item change requests annually, for confections sold in over 170 countries.
  16. 16. Promotional Project Type: Accent Products collateral pieces Objective: Design and lay out a cohesive series of newsletters, sales sheets and craft idea sheets to promote Accent’s arts and crafts materials. My role: Developed design and layout based on client briefing, selected photos and illustrations, created final artwork as needed.
  17. 17. Promotional Project Type: National Business Incubation Association International conference brochures Objective: Design and lay out promotional material and catalog of events tieing into a theme inspired by the host city. My role: Developed design and layout based on client briefing, created final artwork.
  18. 18. Publications Project Type: Books for the National Nusiness Incubation Association Objective: Design and layout clean, clear information related to business incubation. My role: Developed design and layout based on client briefing, selected photos, created final artwork.
  19. 19. Publications Project Type: Promotional magazine Objective: Design and lay out an advertiser driven magazine featuring natural products geared towards the amateur athlete. Circulated to supplement a natural product sampling program at running events around the USA. My role: Developed design and layout of all editorial.
  20. 20. Publications Project Type: In-store magazine Objective: Create a design that generates excitement about the fresh and natural products available at Fresh Fields supermarket. My role: Developed design and layout of all editorial pages, art directed photography, created final artwork.
  21. 21. Publications Project Type: Monthly magazine Objective: Art direction, design and layout of a monthly magazine devoted to vegetarianism and healthy living. My role: Developed design and layout of editorial pages, art directed photography and illustration, created final artwork as necessary, approved prepress proofs.
  22. 22. Publications Project Type: Special advertising sections for Vegetarian Times Magazine Objective: Design and lay out a unique look and feel that reinforces the theme of the section. My role: Developed design and layout based on client briefing, used existing logos and photography, created final artwork as necessary.

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