through identity systems, packaging, and physical expressions.
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Dally is a low-calorie, filling, and slurpable konjac jelly snack. Our challenge was to introduce this unfamiliar ingredient to American audiences in order to create the next big health movement. We created a fun, vibrant brand identity and packaging system that puts the fruity jelly flavor front and center.
Credits: Rogerio Lionzo, Samuel Trimble, Ash Coppins, Faye Schneider, Gülru Soylu
Photography: Ashley Batz
Agency: Red Antler
Little Spoon is pioneering a new era of kids’ food — delivering uncompromising quality, convenience, and innovation for families nationwide. As a Senior Designer, I collaborated cross-functionally with Marketing, Product, Digital, Manufacturing & Operations, and Executive Leadership to evolve the brand identity and led the OOH campaign work coinciding with the brand’s launch into Target stores nationwide.
Credits: Caryn Wasser, Hallye Webb, Chloe Fein, Liz Gellene, Lydia Dizon, Ashley Wilson, Ashley Alexander, Michelle Alexander
Brand Identity: SMAKK Studios
Developed by Jing Gao, a chef, entrepreneur and renowned expert on Chinese cuisine, Fly By Jing is the first modern Chinese food brand in America crafting condiments with premium ingredients from China’s flavor capital – Sichuan. I collaborated closely with the Fly By Jing team to evolve and expand the packaging design system across new noodle flavors, product innovations, seasonal packaging, collaborations, and expansion into retailers like Costco.
Credits: Stacy Zou, Elizabeth Jarrard
Brand Identity & Packaging Design System: Day Job
Oddball is a line of low-calorie, healthy, clean, all-natural jiggly snacks made of 100% real fruit juice and no added sweeteners, chemicals, dyes, or animals products. Oddball believes that snacks should be based on real food, while being delicious and simple with understandable ingredients - unlike the other ultra-processed options from the neighbors in the aisle.
Credits: Sophia Cheng, Kim Uong, Caroline Hatch Knight
Photography: James Huang
Brand Identity: Erica Bech
Cann is a THC-infused seltzer positioned as a social tonic destined for parties and sharing with friends. The packaging design combines playful hero colors with modern linework and buzzy social copy to emphasize Cann’s departure from its crunchy and hypermasculine competitors. We partnered with Cann to evolve the packaging of their new Lite beverages to differentiate it from their core products and introduce a collection of new flavors.
Credits: Margherita Urbani, Clare Harper, Steven Molinari
Agency: Red Antler
The fine fragrance industry uses the term “fragrance” on labels as a catch-all for thousands of under-regulated ingredients. This protects trade secrets while leaving consumers in the dark about what they’re putting on their skin. Michelle Pfeiffer was determined to create the first fully transparent fine fragrance line, setting a new standard for the industry. We partnered with her to develop Henry Rose, a brand that measured up to her mission in a way that felt open and responsible without losing the sensual appeal of fragrance. At every possible touchpoint, including the bottle form itself, we balanced honesty with intrigue, creating a raw brand experience that embraced contrast and tension.
Credits: David Sutton, Simon Endres, Jenna Navitsky, Mary Galloway, Claire Smight, Grace Kim, Juan Jimenez, Annick Thomas, Molly Martell, Gus Esselstyn, Beau Brown
Photography: Camila Falquez, Dylan Griffin, Alex Pines
Agency: Red Antler
Folx Health is the first-ever holistic, LGBTQIA+ healthcare platform that removes the barriers - and the stigmas - from the queer and transgender medical experience. Working closely the founding team, we created a brand and packaging experience that would position Folx Health as a healthcare leader and deliver a groundbreaking resource for the LGBTQIA+ community. Together, we created an elevated user experience for gender affirming care that’s in service of one’s goals.
Credits: Aisling Flynn, Bex Zank, Theo Swanson, Gus Esselstyn, Beau Brown, Marco Garcia
Agency: Red Antler
Volley is the first tequila soda made with just three real ingredients. Organic juice, sparkling water, and blanco tequila. No additives, no lab-made flavors and no added sugar. For their launch into Costco stores, we refreshed the packaging to hero the flavors and simplify communications front of pack. The result is more recognizable design in a crowded category of tequila sodas.
Credits: Jenna Navitsky, Ada Mayer, Sarah Schiesser, Jackson Bernard, Gabbi Baker
Photography: Janine Theobald
Agency: Red Antler
Packaging design refresh for Petlibro, the design-thinking company creating products that nurture the intertwined lives of people and their pets.
Credits: Devry Drosky, Katie Gwynn-Sackson, Annie Kleinbaum, Andy Mendes, Will Brzozowski
Agency: Red Antler
An immersive, future-forward reimagining of the Walmart Museum in Bentonville, Arkansas. Designed with the team at Jones Knowles Ritchie, the space features 30+ interactive experiences that bring Walmart’s history, culture, and impact to life through spatial storytelling and cutting-edge technology—transforming a traditional museum into a living brand experience.
Credits: Gustavo Dao, Will McNamara, Nicholas Claure, Margarita Ianev, Holly Grounds, Colleen O’Meara, Jamie Arendt
Agency: Jones Knowles Ritchie
Allbirds is on a mission to prove that comfort, good design, and sustainability don’t have to be mutually exclusive. They’re dedicated to making the most sustainable footwear using premium natural materials. To support their mission, we created a distinctive unboxing experience guided by the brand’s simple and sustainable approach to design.
Credits: Scott Chapps, Simon Endres, Tori Hinn, Stinne Wilhelmsen, Lauren Sheldon, Tran Huynh, Emily Grubman, Haynes David, Katie Allee-Walsh
Illustration: Toby Morris
Photography: Henry Hargreaves, Suzanne Saroff
Agency: Red Antler
Sakara brings ready-to-eat, life-transforming, plant-rich super meals directly to your door. We optimized their existing packaging system from 13 to 5 unique meal containers and introduced a stacking functionality to improve meal bundling and storage for deliveries. Inspired by Sakara’s transformative nutrition programs, an intricate, crystal-like pattern was applied to the exterior of the containers to elevate the experience of each meal.
Credits: Scott Chapps, Kamaljit Mallhi, Carole Sentucq, Nick Rhodes
Photography: Sakara, Moriah Ziman
Agency: Red Antler
I'm an industrial designer who found his way into branding. Today I design products, packaging, spaces, and identity systems that bring brands into the real world.
My work focuses on translating brand ideas into tangible experiences—where graphics, structure, and form work together.
Previously, I was an Industrial Design Lead at Red Antler, crafting physical brand expressions for startups across CPG, food & beverage, beauty, wellness, and lifestyle.
Currently based on the Third Coast in Austin, Texas.
jonengdesign@gmail.com
Little Spoon
Senior Graphic Designer
2025 - Present
Fly By Jing
Freelance Packaging Designer
2024 - 2025
Oddball
Freelance Packaging Designer
2024 - 2025
Jones Knowles Ritchie
Freelance Spatial Designer
2024 - 2025
Red Antler
Industrial Design Lead
2016 - 2024
Contract Industrial Designer
2015 - 2016
Rhode Island School of Design
BFA Industrial Design
Skills
Brand Identity
Packaging Design
Structural Packaging Design
Production Design
Industrial Design
Physical Prototyping
Spatial Design
3D Modeling & Visualization
Manufacturing Liaison