Known for its world-renowned wild Alaska salmon, Copper River Seafoods needed to evolve its retail presence with a more approachable and contemporary packaging experience. The project focused on refreshing the brand for two of its largest retail partners, Costco and Sam’s Club, while maintaining the quality and credibility associated with the Copper River Seafoods name. I art directed and designed distinct packaging concepts tailored to each retail environment: a modern, retail-forward direction for Sam’s Club and a broader brand refresh for Costco. My role extended across the development of the visual identity, packaging design, photography direction, and production design—shaping how typography, color, imagery, and packaging architecture worked together as a cohesive system. From concept development through print production, I helped translate the refreshed brand direction into production-ready packaging designed to strengthen shelf presence, retain existing customers, and attract new buyers.