Founder and Creative Director at Truly Creative, a San Francisco Bay Area based strategic brand and package design firm specializing in building consumer brands that stand out on-shelf, connect emotionally, and leave a lasting impression.

Clients have included Williams-Sonoma, Traditional Medicinals, Eggland's Best, Jovial Foods, Ajinomoto Frozen Foods, Annie Chun's, ConAgra Foods, Alexia Foods, Mommy's Bliss, So Delicious, Kalmbach Feeds, and Alex's Awesome Sourdough.

Specialties: 
-Brand Development (Strategy & Positioning, Naming, Identity) 
-Package Design (Structural Design, Package Design, Brand Extensions)
-Marketing Materials (Promotional Materials, Corporate Collateral, Product Literature)
-Environmental Design (Point of Purchase, Trade Shows, Signage)

Carrie Dufour

Packaging eye candy from day 2 at the Specialty Food Association #WinterFancyFaire. I'm always impressed by the hustle and creativity in this industry. So many interesting package designs, flavors, and formats. 

Off to soak up a few more flavor-filled hours before wrapping up!

Good morning from #WinterFancyFaire in sunny San Diego!

I’ve only seen about a third of the show so far, but here are a few early standouts...

🍎 Vinegar:
You might know Gold Ridge Organic Farms incredible olive oils, but their apple cider vinegar really stood out too. Much richer, with smoky, caramelized notes you don’t usually find.

🍋 Drink: 
Land + Local, another awesome Sonoma County brand. Their seasonal shrubs and syrups are all delicious, but the Rose Cardamom Meyer Lemon Mixer particularly blew me away.

🍁 Syrup:
Deep Mountain Ginger Maple Syrup… I had no idea ginger would pair so perfectly with maple. A match made in culinary heaven.

🧄 Condiment you could put on anything: 
Mama Teav’s Hot Garlic… whoever I talked to after tasting this, I’m sorry about my breath, but dang this was so good.

🔥 Brand Name: 
Hey Grill Hey. Fun, memorable, easy to pronounce, and tells you what they’re all about.

If you are here at the show let me know. It’s always nice to connect IRL with LinkedIn friends.

If you’ve heard me talk about trends lately, you know sauces are in big time. They’re basically a Gen Z accessory at this point. Well, Kraft Heinz just solved a real consumer pain point and made it easier and less messy to get your sauce on the go. The Heinz Dipper is coming to restaurants and sports stadiums around the globe.

I’m already imagining the possibilities…
Ranch + veggie sticks.
Mustard + pretzels.
Chamoy + mango spears. 

Sometimes innovation is less about reinventing the product and more about fixing the small, everyday annoyances.

Kudos to Rethink for the design. 👏👏👏
Link to press release in comments.👇

I’m leaning into analog this year. Who’s with me?

While embracing AI I’ve learned just how important it is to counterbalance all that machine help with analog practices that keep the rest of my brain strong and creatively sharp.

I have to remember how to see. Really see. Not what my brain assumes is there, but what’s actually in front of me.

So, I’m challenging myself to sit down daily (or close to it) and sketch for 10 minutes.

That sounds doable. And yet it took me the first seven days of the year to actually put my butt in a chair and start. Once I did, the 10 minutes flew by.

I used to sketch often in the design process, and I miss it. The beauty of sketching is that you explore ideas quickly without polish getting in the way.

Daily sketching…

🧠 Boosts creativity and problem solving
By engaging multiple brain regions, it fosters new connections and sharpens mental agility to solve visual problems. 

🎯 Improves focus and memory
Practicing sustained attention and discipline strengthens both your short- and long-term memory. 

🔍 Enhances observation
You’ll begin to look more closely at subjects, noticing details, angles, and relationships you used to miss.

😌 Reduces stress and anxiety
It's a therapeutic activity that lowers cortisol levels and shifts the mind into a more relaxed state.

… at least that’s what AI told me. 🤣

Am I super proud of this sketch and excited to share it on LinkedIn? Nope.

But I’m doing it anyway, in the name of Creative Bravery (a core value at Truly Creative). Hopefully by the end of the year there will be noticeable improvement.

Want to join me?

One of my favorite tote bags from the #WinterFancyFaire show. 
Pretty simple, yet it made me happy in a familiar, comforting way. I couldn’t quite place why.

Then I got home later that night with my favorite burrito and it clicked.

Someone at Bitchin'​ Sauce found inspiration in an everyday, mass-produced object that I overlook on a weekly basis. And then they turned it into a brand moment that fits their vibe perfectly. 

Inspiration can be found literally anywhere, if we're paying attention. 

Well done Bitchin'.👏👏👏

Private label is winning shoppers over with innovative, well-designed, trend-forward, value-priced options. For independent brands to compete, a couple things matter more than ever: 

Humanity and expertise.

In this article for FoodBevy, I unpack what private label has figured out and, more importantly, how independent brands can still stand out without racing to the bottom on price.

Thanks to Jordan Buckner for the opportunity to write about something impacting so many entrepreneurs and brand teams right now. 

Article link in comments. 👇

Loved this feature on Babsy from Healthcare Packaging magazine. 

Such a smart move leaning into playful packaging and product design that feels like a creative kit, not a sterile healthcare chore. It taps into the rise of personalized wellness products and self-expression, with interchangeable pieces.

In a category that tends to focus on tech advances, they’ve taken a quieter, more analog approach to innovation. No batteries or apps needed.

Big credit to Leadoff Studio for the industrial design and for bringing more creativity into healthcare. 👏👏👏

Link to article in the comments.

Valentina Vicent

Clients: LVMH, Amex, Vita Coco, Califia Farms, Frieze, Remezcla, Walmart.

Since 2017, I've managed projects to develop innovation-driven packaging designs for clients, create visual assets for marketing campaigns, and mature and grow established brands.

Some of my contributions include:

• Partnered with leadership to brainstorm, conceptualize, and execute creative brand initiatives.

• Created original branding and packaging designs for Sundaze fermented citrus cocktails.

• Planned and executed a Product Design sprint to optimize the AMEX Bluebird card website.

• Designed illustrations for various Califia Farms products and marketing campaigns.

• Ensured alignment with brand standards (tone, style, voice) in all creative designs.

• Established foundational processes, policies, and systems to guide clients’ creative efforts.

Art Director

Kendo Brands, Inc.

At Kendo Brands, LVMH's beauty accelerator, I've collaborated with Fenty Beauty and Ole Henriksen teams to develop innovative packaging designs, create compelling visual assets, and drive growth for these iconic brands.

Key achievements include:

•  Contributed creative art direction and design for Fenty's Summer '25 and Holiday '26 collections

•  Developed packaging concepts and design solutions for multiple new product launches

•  Created innovative structural packaging solutions aligned with brand sustainability goals

•  Established design systems and guidelines for packaging development

•  Collaborated with production teams to optimize packaging designs for manufacturing efficiency

Scale Media

As Design Director, I was tasked with leading a multi-disciplinary team of 12 designers and external partners to manage a suite of creative projects (including packaging and UX/UI design) for a multinational consumer goods company specializing in personal health, beauty, food, and beverage products.

Some of my key contributions include:

• Managed and efficiently allocated project resources to enhance deliverables quality and streamline project cycles.

• Developed project processes that are standardized, scalable, and informed by industry best practices.

• Established a foundational design framework to guide and inform product/brand design efforts.

• Developed an Onboarding Hub to integrate new hires and streamline time-to-productivity metrics.

• Deployed an AI-powered Digital Asset Management solution to manage 5K+ digital assets, reduce costs, and supplement marketing efforts. 

• Led the development of Brand Books and Design Systems to manage and continually evolve brand identities. 

• Established principles and guidelines governing the production of traditional photography, video, and realistic 3D renders.

• Provided strategic guidance to facilitate commercially successful new product/brand launches.

• Promoted multiple team members internally to incentivize and inspire high performance.

• Served as Interim Creative Director for 6 months to manage the 23-member video and influencer teams.

• Divided the video team into Production and Post-Production for improved efficiency and overall productivity.

• Launched a dedicated group for social media projects to better support the influencer team.

Design Director

Vita Coco

Between 2015 and 2017, I led a multi-disciplinary team of 3 designers and external vendors to manage integrated creative projects.

Some of my key contributions include:

• Provided guidance and creative insights to ensure successful new product/brand rollouts. 

• Developed experiential marketing concepts and campaigns to effectively differentiate the brand from competitive peers. 

• Reorganized digital asset libraries for improved productivity and project efficiency. 

• Built mentor-mentee relationships with team members.

• Upheld brand guidelines in all design activities.

• In-housed previously outsourced photo-video design work to deliver significant cost savings.

Insight-driven, solution-oriented, design leader with a proven track record of collaborating with renowned consumer brands such as LVMH, Amex, Califia Farms, Chopt, and Vita Coco. Adept at leveraging data-driven strategies and industry best practices to drive profitability, enhance content visibility, and foster brand growth with over a decade of experience. Builds, trains, and leads high-performing teams to manage end-to-end design, video, and photography projects.

🦜 I am a creative, resourceful, and versatile professional with a seasoned design management background, a history of producing impactful, story-driven marketing content, and a talent for aligning creative teams around common goals. I combine over 10 years of experience providing design leadership, vision, and artistic direction for multiple high-profile organizations; producing on-brand print/packaging designs and creative assets that raise the bar in innovation; leading a suite of process improvement initiatives to streamline project cycles; and carefully shaping the processes and policies that sustain an efficient, productive, and highly competitive organization.

🏓 I am a supportive team leader with a strong ability to take charge of projects, train and empower others, and motivate those around me to do their best work. I believe a leader’s primary duty is to cultivate, professionally develop, and grow confidence in her team. I have the ability, expertise, and coaching skills to drive my team to success.

🎧 I have the communication skills to clearly articulate my vision, persuade people to take action and get the ball rolling in the right direction. Whether I’m sending out emails, communicating with a partner, presenting to a crowd, or anything in between; I communicate quickly, accurately, and effectively.

🏄🏼‍♂️ I am an agile thinker who is highly adaptable and quick on her feet. In today’s highly dynamic business environment, what worked yesterday may not work tomorrow. I have the experience and the dexterity to stay one step ahead of change, shift gears when the context calls for it, respond effectively to evolving industry trends, and drive my organization to success.

🥭 Key Skills:

✦ Design Systems & Guidelines
✦ Digital Asset Management
✦ Print & Packaging Design
✦ Marketing Content Creation
✦ Team Leadership & Development
✦ Project & Resource Management
✦ Brand Marketing Leader
✦ Mentor/Coach/Facilitator
✦ Top-Tier Communication Skills
✦ Brand & Culture Building 
✦ Product Launch Strategist
✦ Video & Photo Art Direction

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Carrie Dufour

Valentina Vicent

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Valentina Vicent

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