The Red Lion® brand is a global leader in the development and manufacturing of systems and components that move water. In the fall of 2016, the Red Lion team decided it was time for the brand to move forward with a new brand image. I was given the task of creating a fresh, new look for the brand that communicated both it’s dependability and premium quality. Upon starting the project, our team consulted with New York-based branding and packaging design studio Imagemme for assistance in conducting controlled and industry-based focus groups. Using the feedback from consumers generated from the initial focus groups, I was able to design a new look for the packaging of the entire Red Lion product line. The new look incorporates design elements such as iconography, bold colors and heroic product photography to help the brand stand out amongst its competitors. All of the product photography used on the new packaging was taken by me in a studio setting.