︎


Minecraft Packaging Rebrand


Art Direction • Packaging Brand System • Illustration • Logos • Trade Show • E-Comm









Lead the creation of multiple product segments to drive differentiation between product stylization, scale, and price.










Rebranded Minecraft Packaging for 2023 by first identifiying and retaining specific elements that have endured with Minecraft’s previous brand system.









Explored unique packaging shapes and strategies that kept key elements, and ultimately created concepts that pushed the boundaries of the current design. 








Resulted in a modular structure that will allow for game updates, and enabling a flexible style that applies to any price point.








Conducts quality control for Minecraft game and product accuracy for all renders for print and digital use. 







Sketches initial concepts and art directs illustrators to full final key art. 













Collector/SDCC

Spearheaded the development of the brand DNA for Minecraft Diamond Level, a collector segment with premium materials aimed at Adult Collectors.







Crafting the design for Diamond Level involved taking the perspective of the player.

It’s the idea of digging into the deepest darkest level, to find the glimmer of shining diamond of hope. 








As a follow up in SDCC 2023, we created a fan-favorite Panda that we brought to life in a stick of Bamboo.

To further the experience, a giant panda photo opp was showcased for fans.



E-Commerce




For a consistent omnichannel presence, established a templated format for online banners and call outs for consistency.