Caramel Kracken, Always Baked Fresh to Order
The Challenge
Caramel Kracken needed to build a recognizable CPG brand that could compete visually and perform commercially. Think packaging, web, and paid ads. The main challenge was consistency at scale: ensuring the brand felt cohesive across product graphics, Shopify, campaigns, and ads while still being dynamic enough to support seasonal pushes, promos, and new product drops.
The Strategy
I built a brand system designed for e-commerce and performance from the start, with clear visual rules, a strong product-first design approach, and assets built to scale across the funnel. On the website, I focused on navigation clarity, product visibility, and conversion-driven hierarchy. For paid social, I developed creative that felt on-brand while being structured to perform: strong hooks, clear product communication, and designs that hold attention quickly. Because of this, Caramel Kracken has seen a +75% growth YOY in profit. The strategy was cohesive execution across channels, so whether someone discovered the brand via ad, website, or packaging, it felt like the same world.
