With a stunning product already producing sales, I added value by developing a brand strategy, tone and voice, and overall creative direction to bring the brand to life. I refined the original logo to be more streamlined and modular. I led multiple workshops with the partner to identify the brand's character and tone, which then informed the brand guidelines and design principles. I also influenced the overall marketing strategy and developed design templates to be used in social media and ad platforms. 
The product continues producing sales and reaching a global audience, both in direct sales and wholesale orders. As of early 2023, Parapack is now sold in MoMA Design Store and the team also recently over-achieved their goal on Kickstarter to produce P-CAP 2.0.

Brand guidelines, designed and prototyped in Figma (WIP)

Concept and product development
Ian Hughes, Jai-Yu Fu
Creative direction and design
Piper Weaver
Content strategy and copywriting
Ian Hughes, Jai-Yu Fu