salt water taffy done different.
Introduction:
Local to Santa Clara, Utah, and known for its nostalgic atmosphere and insane selection of handmade salt water taffy—over 70 flavors to be exact. The brand embraces the fun, colorful feel of a classic candy shop while giving salt water taffy a fresh, modern feel. Overall, this project explores a visual identity built around bright colors, bold typography, playful graphics, and making salt water taffy the candy people actually want.
Featured Project #1
brand refresh
Date
07/2024
As Creative Director, I led Taffy Shop’s first brand refresh in over ten years, bringing a fresh, modern, and vibrant look to the brand while preserving its nostalgic personality.
Highlights
Developed logo variations, color palette, typography, patterns, and iconography.
Curated multiple photoshoots, producing 70+ styled flavor images, and retouched selects.
Created packaging templates across Classic, Fusion, Sour Zappy, Sugar-Free, and themed collections.
Completely redesigned the website, including product imagery and banners.
Overhauled Amazon presence with new product stacks, A+ Content, and Brand Story.
Designed new shipping boxes.
Created a wholesale catalog.
Type of Work: Email campaigns, paid social campaigns, social media graphics, landing pages, product launches, print materials, and more.
Type of Work: Email campaigns, paid social campaigns, social media graphics, landing pages, product launches, print materials, and more.
Outcome: Taffy Shop was already known for its unique packaging, so being part of the brand refresh was an exciting opportunity. Over my year and a half with the company, we created countless themed bags that caught attention across the country and continue to be a hit today. This is honestly, one of my favorite projects and products I’ve had the chance to work on.
Featured Project #2
Amazon Overhaul
Date
01/2025
Highlights
Redesigned Amazon Stacks & listings for 70+ flavors and themed bags.
Collaborated with a video specialist to create new videos for each flavor.
Redesigned Amazon A+ Content to align with the refreshed brand.
Created new Amazon Store graphics to bring the brand refresh to life.
Refreshed the Brand Story with new imagery and updated messaging.
