PCKG
2025-present
PCKG is a packaging supplier with an in-house design studio centered around consumer brands in the coffee, wellness, and food & beverage spaces. Built on a foundation of strategic partnership and craft, PCKG operates as an embedded creative team for its clients, from brand identity to the shelf. As Design Director, Studio Lead, I own the studio’s creative output and growth, including brand identity systems, packaging design, and marketing assets, while building the processes that power it all.
Key Responsibilities
Brand identity
Digital illustration
Design direction
Packaging design
Marketing design
Brand identity
Digital illustration
Design direction
Packaging design
Marketing design
Brand Identity Systems
Pan American Coffee Co. (PAC)
Pan American Coffee is a legacy coffee roaster with more than 60 years of experience, known for its expertise in global sourcing, private label development, and large scale manufacturing. As the company expanded its operations, facilities, and overall capabilities, the existing logo no longer reflected the scale or sophistication of the business. Pan American Coffee partnered with PCKG to develop a complete brand identity system that aligned with its growth while honoring its long standing reputation in the industry.
︎ Behind the Design
Inspired by the brand’s heritage and history, the design is rooted in industrial Americana. The result is a modern, cohesive identity, evolving the brand under the streamlined name “PAC”. The brand system includes multiple marks and badges, all designed to establish and maintain brand equity.
Jallo Creamery
Jallo Creamery is a new Florida-based fast-casual coffee and ice cream concept combining premium coffee, gelato and ice cream, and global bites into a 24/7 format, with plans to scale into a global franchise brand. In a quick-serve category crowded with established players like Dutch Bros, 7 Brew, and Van Leeuwen, Jallo Creamery needed an identity that could stand out at drive-by speed while communicating an unfamiliar name's core offering (coffee and ice cream) instantly and clearly. Visually, the brand needed to strike a specific balance: elevated, globally inspired, and premium enough to justify a slightly higher price point while still feeling everyday approachable.
︎ Behind the Design
PCKG developed Jallo Creamery's complete brand identity system, starting with a custom mark built around the idea of coffee and ice cream in perfect harmony: a coffee bean silhouette containing a soft-serve swirl, symbolizing the two categories as Yin and Yang.
The color palette was built in two tiers: A minimal primary palette anchors the logo and signage with a premium, restrained feel, while a brighter secondary palette brings energy to patterns, illustrations, and marketing materials. The system extends into three custom pattern families: a terrazzo pattern inspired by Italian tile work for use in interior and packaging design, a sprinkle-inspired pattern in six colorways for smaller applications like cups and signage, and a support pattern inspired by Syrian mosaic tiling. An organic, hand-drawn illustration style rounds out the visual language, used for icons and supporting graphics across the brand.
The color palette was built in two tiers: A minimal primary palette anchors the logo and signage with a premium, restrained feel, while a brighter secondary palette brings energy to patterns, illustrations, and marketing materials. The system extends into three custom pattern families: a terrazzo pattern inspired by Italian tile work for use in interior and packaging design, a sprinkle-inspired pattern in six colorways for smaller applications like cups and signage, and a support pattern inspired by Syrian mosaic tiling. An organic, hand-drawn illustration style rounds out the visual language, used for icons and supporting graphics across the brand.
The cohesive brand identity system is thoroughly documented in a Franchise Playbook, covering logo usage, color, typography, illustration, pattern, and photography direction, along with sample brand applications, giving Jallo Creamery a cohesive, scalable identity ready to launch and franchise.
In tandem with the brand identity work, the PCKG Design and Production teams created a custom packaging system to bring the brand to life across physical customer touchpoints such as cups, to-go items, food containers and carriers, and more. PCKG also collaborated with Jallo Creamery’s architecture team and General Manager to ensure the brand came to life across building signage, structure, merchandise, and starting marketing assets.
In tandem with the brand identity work, the PCKG Design and Production teams created a custom packaging system to bring the brand to life across physical customer touchpoints such as cups, to-go items, food containers and carriers, and more. PCKG also collaborated with Jallo Creamery’s architecture team and General Manager to ensure the brand came to life across building signage, structure, merchandise, and starting marketing assets.
