Overview:
Packaging is one of the most forgettable industries in existence. Brown boxes, clear tape, and zero personality.
We wanted to change that. By transforming the internal culture first, then letting that energy spill outward, I helped turn Supreme from just another packaging supplier into a living, breathing creative brand. A company that people actually want to work with, and for.

1. Culture & Brand Identity Revamp

Challenge: A transactional industry with no spark. Employees saw their work as routine, not creative.

Strategy & Execution:
• Redefined company culture by giving staff a voice in shaping brand ideas.
• Built a creative-first workplace identity, one that values imagination and humor as much as efficiency.
• Developed internal incentives that injected energy into everyday operations.
• Free espressos and breakfast for trucking partners to become our first delivery stop.
• Randomized giveaways and spontaneous rewards to keep the team engaged.

Result: Employees started treating the company less like a job, and more like a brand they could co-create.

2. Campaign & Customer Engagement Ideation

Challenge: Packaging companies are commoditized. Customers rarely remember one from the next.

Strategy & Execution:
• Created viral “Tape Tasting” series, flipping boring product demos into hilarious parodies of wine tastings. Each tape was described with “notes,” and “flavor profiles.”
• Developed email campaigns and AR letters that made even accounts receivable feel friendly and on-brand.
• Cartoonified the staff into fun illustrated characters, featured in newsletters and campaigns so customers could “know” the team personally.
• Built a social account for a lonely warehouse box, offering a deadpan, self-aware commentary on the packaging industry, giving an inanimate object a relatable, fun voice

.Result: Supreme Packaging became the fun packaging brand, blending humor, humanity, and creative storytelling into a category that had none.

3. Relationship Building & Market Advantage

Challenge: Competing for first access to supply deliveries in a high-demand market.

Strategy & Execution:
• Positioning Supreme as the most enjoyable first stop of the day.
• Offered small but memorable experiences, from breakfasts to games and giveaways, turning truck drivers into brand advocates.
•Strengthened supply chain consistency while building goodwill and relationships industry-wide.

Result: Supreme became a preferred delivery destination and a name that circulates with genuine affection in a space not known for it.