BOTEGA Coastal Market

PROBLEM
Traditional retail packaging contributes heavily to waste, while existing eco-friendly grocers often rely on muted, clinical aesthetics that struggle to excite consumers. The challenge was to conceptualize a fully closed-loop coastal market that eliminates single-use waste without sacrificing vibrant, premium visual appeal.

STRATEGY
I created BOTEGA, a Destin, Florida-based market anchored in circular design, regional flavor, and high-energy coastal branding. Key creative solutions included:

• Symbolic Identity Design: Developed a weathered, circular logomark that subtly unifies the concept of a closed-loop recycling icon with a beach-washed seashell.

• Circular Packaging System: Designed reusable glass juice bottles built for return-and-wash loops, durable recyclable metals for seafood, and plastic-free paper/cardboard wraps for frozen treats.

• Vibrant Visual Identity: Paired bright, sun-drenched coastal tones with hand-drawn, regionally inspired textures to challenge typical earthy/muted eco-grocer tropes.

RESULT
Delivered a vibrant brand identity and closed-loop packaging system that demonstrates how circular design and lively, regional storytelling can drive consumer excitement around sustainability.