Dani Pepper
Digital Designer // AAXLL Supply Company // 2019
Digital Designer // AAXLL Supply Company // 2019
BRANDING & OMNI-CHANNEL MARKETING
Situation
Dani Pepper, a female-first wellness and intimacy brand from AAXLL Supply Company (fully licensed by Health Canada for the distribution of medical cannabis products, with 29 trademarks), needed a launch identity that felt sensual, confident, and trustworthy. It also had to hold together across every touchpoint, from first click to unboxing, in a competitive market.
Dani Pepper, a female-first wellness and intimacy brand from AAXLL Supply Company (fully licensed by Health Canada for the distribution of medical cannabis products, with 29 trademarks), needed a launch identity that felt sensual, confident, and trustworthy. It also had to hold together across every touchpoint, from first click to unboxing, in a competitive market.
Solution
Working closely with the founders and developers, I designed the visual identity for the whole customer journey, from launch through sustained growth, so every digital and physical asset felt unmistakably Dani Pepper.
Working closely with the founders and developers, I designed the visual identity for the whole customer journey, from launch through sustained growth, so every digital and physical asset felt unmistakably Dani Pepper.
Execution
Designed high-conversion website banners, Shopify hero images, and landing page visuals
Created realistic product mock-ups that showed the range with premium polish
Built an intuitive icon system that made browsing feel effortless and trustworthy
Led packaging and print collateral (boxes, inserts, cards, labels, and unboxing details) in the same sensual, luxurious aesthetic
Produced brand guidelines, brochures, banner ad campaigns, and direct mail and drop boxes to keep the brand consistent
Result
A seamless, recognizable Dani Pepper experience across every format and channel that elevated brand perception, built emotional connection, and reinforced customer trust and loyalty. [Add a sales, conversion, or follower figure if you have one.]
A seamless, recognizable Dani Pepper experience across every format and channel that elevated brand perception, built emotional connection, and reinforced customer trust and loyalty. [Add a sales, conversion, or follower figure if you have one.]
PRINT & VISUAL DESIGN
Packaging Production & Photorealistic Mock-ups
Visual Brand Integrity Across Five Brand Identities
Packaging Production & Photorealistic Mock-ups
Visual Brand Integrity Across Five Brand Identities
Situation
As guardian of visual brand integrity, Dani Pepper needed alluring, high-performance packaging across a variety of sizes and five distinct brand identities, along with cost-effective, high-fidelity product visuals to use as primary product displays on the e-commerce website.
As guardian of visual brand integrity, Dani Pepper needed alluring, high-performance packaging across a variety of sizes and five distinct brand identities, along with cost-effective, high-fidelity product visuals to use as primary product displays on the e-commerce website.
Solution
I led packaging production end-to-end, from concept through final production, and developed photorealistic 3D mock-ups as a practical alternative to traditional photography, so every brand had polished packaging and imagery without the cost of a full photo studio.
I led packaging production end-to-end, from concept through final production, and developed photorealistic 3D mock-ups as a practical alternative to traditional photography, so every brand had polished packaging and imagery without the cost of a full photo studio.
Execution
Researched packaging trends, materials, sustainability innovations, and consumer preferences to inform forward-thinking concepts
Researched packaging trends, materials, sustainability innovations, and consumer preferences to inform forward-thinking concepts
Applied approved artwork to realistic 3D product renders in Adobe Photoshop, adding flavour-specific stock imagery (citrus zest, vanilla bean, cocoa dust, berry accents) to convey the sensory experience of each product
Used the mock-ups as early, actionable touchpoints for gathering stakeholder and user feedback on appeal, functionality, and perception
Conducted cost analyses, built strategic budgets, and negotiated pricing, timelines, and logistics with suppliers in the USA and China
Maintained precise typography, colour fidelity, structural innovation, and premium finishes across all five brand identities
Result
Delivered consistent, high-quality packaging and imagery across five brands, reducing production risk and cost while giving each brand its own reinforced identity. Enabled earlier, more confident go-to-market decisions, and supported stronger product-market fit and improved online conversions.
Delivered consistent, high-quality packaging and imagery across five brands, reducing production risk and cost while giving each brand its own reinforced identity. Enabled earlier, more confident go-to-market decisions, and supported stronger product-market fit and improved online conversions.
SOCIAL MEDIA & EMAIL BANNER DESIGN
Brand-First, Scroll-Stopping Content
High-Impact Social Assets
Brand-First, Scroll-Stopping Content
High-Impact Social Assets
Situation
Dani Pepper needed a steady stream of social content that stopped the scroll and stayed true to the brand's core identity, across every format from static posts to Reels.
Dani Pepper needed a steady stream of social content that stopped the scroll and stayed true to the brand's core identity, across every format from static posts to Reels.
Solution
As lead on social media visual strategy, I designed content shaped by audience data, engagement metrics, and performance insights, so it hit the target demographic without ever drifting off-brand.
As lead on social media visual strategy, I designed content shaped by audience data, engagement metrics, and performance insights, so it hit the target demographic without ever drifting off-brand.
Execution
Designed static posts, animations, bold typography treatments, carousels, Stories, and Reels
Designed static posts, animations, bold typography treatments, carousels, Stories, and Reels
Used audience data and engagement metrics to guide content decisions
Kept every piece laser-true to the brand's core identity while staying visually bold and platform-optimized
Result
A vibrant, cohesive feed that felt unmistakably Dani Pepper, delivering consistently higher likes, shares, comments, saves, and overall interaction while strengthening recognition and loyalty.
A vibrant, cohesive feed that felt unmistakably Dani Pepper, delivering consistently higher likes, shares, comments, saves, and overall interaction while strengthening recognition and loyalty.
PRINT & VISUAL DESIGN
Brand System & Marketing Collateral
Direct Mail, Icons, Stickers & Brand Guidelines
Brand System & Marketing Collateral
Direct Mail, Icons, Stickers & Brand Guidelines
Situation
Dani Pepper needed a full set of supporting brand tools: high-performance direct mail assets to reach a niche audience, a way to explain CBD benefits without lengthy text, and the guidelines and small-format branding to hold it all together.
Dani Pepper needed a full set of supporting brand tools: high-performance direct mail assets to reach a niche audience, a way to explain CBD benefits without lengthy text, and the guidelines and small-format branding to hold it all together.
Solution
I designed postcards for direct mail and drop box campaigns, built a custom icon suite to replace text-heavy benefit explanations, and developed brand guidelines and stickers to keep every touchpoint consistent.
I designed postcards for direct mail and drop box campaigns, built a custom icon suite to replace text-heavy benefit explanations, and developed brand guidelines and stickers to keep every touchpoint consistent.
Execution
Designed postcards combining product features and flavour profiles for a cohesive, on-brand look, repurposed across both direct mail and drop box shipments to cut production costs
Designed postcards combining product features and flavour profiles for a cohesive, on-brand look, repurposed across both direct mail and drop box shipments to cut production costs
Built in unique, traceable promo codes on each postcard to measure redemption and campaign performance
Designed a custom icon suite for core benefits (calm, sleep, focus, recovery), aligned with the brand's calm, modern, trustworthy aesthetic
Integrated the icons across product pages, comparison tables, navigation, and marketing materials for faster, clearer comprehension
Designed branded stickers as a low-cost, versatile brand touchpoint
Developed brand guidelines to keep the identity consistent across every future asset
Result
A more engaging, conversion-focused customer experience: trackable direct mail performance, faster product comprehension through the icon system, and a documented brand system that kept every touchpoint consistent.
View PDF of Brand Guidelines
A more engaging, conversion-focused customer experience: trackable direct mail performance, faster product comprehension through the icon system, and a documented brand system that kept every touchpoint consistent.
View PDF of Brand Guidelines
PRINT DESIGN
Strategic Print & Digital Marketing Collateral
Transforming Product Details into Compelling Brand Narratives for Customers & Investors
Strategic Print & Digital Marketing Collateral
Transforming Product Details into Compelling Brand Narratives for Customers & Investors
Situation
Dani Pepper needed marketing collateral that could speak to both customers and investors, communicating brand essence, product details, and strategic value with the same polish and persuasiveness in both directions.
Dani Pepper needed marketing collateral that could speak to both customers and investors, communicating brand essence, product details, and strategic value with the same polish and persuasiveness in both directions.
Solution
Using Adobe InDesign, I designed brochures as narrative-driven touchpoints, produced as dual-purpose deliverables so the same content worked equally well in print and online.
Using Adobe InDesign, I designed brochures as narrative-driven touchpoints, produced as dual-purpose deliverables so the same content worked equally well in print and online.
Execution
Designed with clean visual hierarchy, thoughtful typography, and premium, brand-aligned imagery
Designed with clean visual hierarchy, thoughtful typography, and premium, brand-aligned imagery
Built each brochure to communicate brand story, product benefits, and strategic value clearly
Produced premium print brochures on high-quality stock for tactile, in-person impact
Produced optimized, downloadable PDF versions for seamless online distribution
Managed the full production process with trusted printing vendors, overseeing paper stock, ink, colour accuracy, finishing, and final proofs
Result
Delivered brochures that supported lead generation and sales efforts while strengthening Dani Pepper's presence with both customers and investors, in print and online.
Delivered brochures that supported lead generation and sales efforts while strengthening Dani Pepper's presence with both customers and investors, in print and online.
