Hobby Lobby · Robert Stanley Packaging

Overview

This system started with the client’s request for coordinated packaging components under the Robert Stanley Home Collection direction for Hobby Lobby.

I worked from their guidance (including black-and-gold packaging direction) and descriptions of each touchpoint — tags, stickers, ornament marks — into a consistent retail packaging language.

Where structural packaging was required elsewhere in Hobby Lobby work, dielines were created from scratch; this set focuses on the brand component system that ties the line together on shelf.

Recent related work: As a freelance designer for Gerson Companies, I handled packaging for both the Hobby Lobby and Walmart programs for the 2025 season—work completed in 2024 for 2025 product on shelf. Both accounts approved all versions during the first client review. During the Gerson engagement I supported training and handoff to Gerson teams, building their capability to independently complete future projects with Krebs clients absorbed through Gerson’s acquisition of Krebs.

Like all of my work, this started from a client request—built to their specs when provided, or to specifications I defined when they weren’t. Where structure was needed, packaging dielines were created from scratch. Final files carry my signature for production release.