TOM’S OF MAINE
Role: Senior Art Director (Campaign Assets, POS, Digital)
Agency: VMLY&R
Scope: Retail POS/display kits, promotional collateral, digital banners, ecommerce/PDP assets, social extensions
As Tom’s of Maine rolled out its activism-inspired refresh, our job at VMLY&R was to bring that look and story into the shopper journey. I extended the new identity into retail POS, promotional materials, digital banners, and ecommerce assets so the packaging story showed up consistently wherever people encountered the brand.
THE CHALLENGE
Packaging had been refreshed by an outside design agency using heritage-inspired badges and buttons. We needed to translate that system for real-world retail and digital contexts—multiple retailers, varied formats, and fast turnarounds—without losing the clarity of the new activist message.
THE WORK
I adapted the badge system into store signage, endcaps, table toppers, and promo pieces, keeping typography, icon language, and tone aligned with the refreshed look. In parallel, I built digital banners, social cut-downs, and ecommerce imagery for retailer PDPs, so shoppers got the same values-led story online that they saw in-store. The throughline focused on simple, optimistic claims (e.g., “Small Steps,” “Everyday Good”) paired with unmistakable Tom’s cues.
MY ROLE
I led visual design across POS and digital deliverables, working with copy and strategy to keep the badge language tight and usable across formats. I ensured brand fidelity from packaging → store → PDPs, and delivered modular files dealers and partners could deploy quickly.
OUTCOME
Tom’s showed up as one brand across channels: the same activist-inspired identity on shelf, in signage, in banners, and on PDPs. The work made the refresh feel cohesive and shoppable, reinforcing Tom’s values at the exact moments people make decisions.