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Case Study

Kona BBQ

Brand Identity, Packaging & Ecommerce Creative Direction

KONA is a premium BBQ ecommerce brand. I joined in 2019 as a graphic designer and grew into the Creative Director role, designing across 50+ product launches and shaping a unified visual system that feels premium, authentic, and adventurous, and drives real revenue across every touchpoint.

Creative Director Brand Identity Manager Packaging Ecommerce Campaigns Photography
Kona BBQ ribs and wood pellets by the pool
$1.28M+
Annual revenue impact
50+
Product launches designed
Creative
Director & Identity Manager
01

Growing with the Brand

Seven years, four titles, one brand. My role at KONA evolved with the brand as it scaled, from a graphic designer supporting product launches to directing the entire visual world.

2019 · 2020
Graphic Designer
Joined the team supporting packaging and marketing design across a growing product line.
2021
Brand Identity Designer
Moved into identity work, focusing on building a stronger visual system.
2022 · 2024
Brand Identity Manager
Took ownership of the brand identity across every product and platform.
2025 · June 2026
Creative Director
Directed the whole visual direction, from packaging to campaigns to content.
02

Building the Brand System

I developed a cohesive brand system for KONA that brought consistency across packaging, ecommerce, digital campaigns, and product storytelling. The visual direction blended bold typography, earthy textures, warm lifestyle imagery, and KONA’s signature “vacation in your backyard” energy to create a brand experience that felt elevated, inviting, and made for outdoor cooking enthusiasts. As the design team grew, I set the aesthetic direction and guided a junior designer through executing to that standard, so the brand held together across every project.

Kona brand guidelines: logo, type, and color Kona signature hand drawn tribal print Kona promotional materials and color swatches
03

Packaging Design

Across 50+ product launches, I designed a packaging system that created clear flavor differentiation while keeping a cohesive family look across the product line. This included the structure, typography, color system, icon style, and a custom hand drawn tribal print that became a signature visual element across KONA’s packaging and product designs. I also extended the system into KONA’s ice packs, creating custom molded graphics that brought the brand identity into a functional product format.

Kona wood pellet packaging range Kona wood pellet flavor range Kona branded ice packs Kona Smoke Pro magnetic guide
04

Ecommerce & Campaign Creative

I developed conversion focused ecommerce and campaign creative across Amazon, Shopify, email, social, and product launch materials. From listing images and A+ content to promotional campaigns and launch visuals, each piece was designed to improve clarity, build trust, and help customers quickly understand the value of each product. I also designed and coded custom Shopify landing pages to turn product education into polished digital experiences.

Kona Shopify website on desktop Kona Amazon product listing on mobile
05

Photography & Lifestyle

Lifestyle imagery played a key role in shaping KONA’s brand experience, transforming product visuals into a warm, inviting world of outdoor cooking, connection, and backyard escape. From food photography to styled product scenes, the imagery helped make the brand feel more experiential and emotionally engaging.

Kona backyard gathering lifestyle Wood fired pizza Grilled kabobs Grilled food by the pool Styled drinks lifestyle
06

Results & Impact

$1.28M+In annual revenue impact
  • Built a cohesive identity across packaging, ecommerce, and campaigns
  • Improved product clarity through stronger storytelling and visual systems
  • Designed and coded custom Shopify landing pages
  • Created scalable systems across pellets, ice packs, grill tools, and launch assets
Kona product range: wood pellets, ice pack, and food
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