Jarden / Newell Brands - Creative Direction Across a Household Portfolio
“Four years leading creative for one of North America's largest household portfolios - including Crock-Pot, Coleman, Sunbeam, Bionaire and Black & Decker small appliances - across packaging, retail, POS, product launches, sales enablement and multi-market campaigns.”
The short version
Thirty-second read- The mandate
- Creative direction across one of North America's largest household portfolios - Crock-Pot, Coleman, Sunbeam, Bionaire and Black & Decker small appliances - spanning packaging, retail, launches and campaigns.
- The insight
- Each brand had to stay distinct at the shelf while running through one shared creative operation. Standards and approvals were the thing that stopped voice and quality drifting as volume grew.
- My role + craft
- Set direction across kitchen, outdoor, home comfort and small appliances, owned packaging systems, POS, launches and sales materials from brief to multi-market rollout, and stayed hands-on in typography, layout, compositing and final artwork.
- The result
- Consistent brand expression across five household categories on shelves throughout North America, with a faster, more predictable path from brief to retail-ready assets.
Jarden Consumer Solutions, later part of Newell Brands, is a multibillion-dollar global consumer products company. I led creative for 18+ household brands inside it, including Crock-Pot, Coleman, Sunbeam, Oster, Bionaire, Black & Decker small appliances and FoodSaver, with a 4 to 6 person in-house team. Every brand had its own retail buyer, planogram, launch calendar and consumer promise, and the work shipped into Walmart, Costco, Home Depot and Canadian Tire while production partners in China worked on the opposite clock. The mandate was to keep each brand distinct on the shelf while running everything through one creative operation, without quality or voice drifting as volume grew.
- 01Set the creative direction across kitchen (Crock-Pot, Sunbeam), outdoor (Coleman), home comfort (Bionaire) and small appliances (Black & Decker) - one bench, many brand voices
- 02Owned packaging systems, retail POS, product launches, sales decks and integrated campaigns from brief through concept, production and multi-market rollout
- 03Partnered with Marketing, Sales, Product, executives, agencies and retailers to align on consumer insight and commercial objectives before design work started
- 04Established review, standards and approval processes that kept consistency high as the portfolio grew and cadence tightened
- 05Stayed hands-on in typography, layout, image-making, compositing and final artwork - direction plus craft, not just direction
- Creative direction across 18+ household brands in one portfolio, with packaging, retail POS, launches and campaigns running from a single bench of 4 to 6 people
- National launches and retail programs delivered into Walmart, Costco, Home Depot and Canadian Tire across four years
- Final creative authority on packaging, shelf talkers, end-caps, POS, product photography and food styling, coordinated with manufacturing partners in China
- A multi-brand CPG operating model, from brief to retail-ready artwork, that I still use to run creative for large portfolios
Selected imagery
Click to enlarge · 8 pieces
Concept, art direction & execution - Shawn Van Daele for Jarden Consumer Solutions / Newell Brands, 2005 - 2009.