I worked directly with Freud’s marketing department and designed the identity, packaging and messaging for Freud’s Diablo line of blades and tools. The 9 month project had the end goal of creating a design system that could be flexible enough in order to accommodate new products, and strong enough to maintain the brand equity as the product line grew over many years.

Freud’s marketing team considered the package design and marketing thinking one of the key factors that made Diablo the strongest selling brand in Home Depot.