Company
WILLIAMS-SONOMA
Storytelling through the packaging experience across the US
WILLIAMS-SONOMA
Storytelling through the packaging experience across the U.S.
Williams-Sonoma was a client from 2008-2014. I worked directly with Williams-Sonoma's in-house team, and built a great rapport with them. The team moved fast, responsible for producing all the private label and co-branded packaging for the US and Canada.
Williams-Sonoma is $1.1B luxury, multi-channel retail brand, built on gourmet cookware. You enter the store and are immediately swept into a world of artisanal, small batch products that call to your epicurean spirit. We designed each package to delight and intrigue with a unique story and personality that invites the shopper to pick it up the product and examine further.
Over the 125 different projects I worked on, I worked with 3 different Creative SVPs, collaborated with many product managers, designers, illustrators, photographers, and hand letterers.
We had a mock store on premise where we worked with retail designers as they set designed the space to reflect the narrative and campaigns of the season. We'd try out our prototypes across multiple floor arrangements to get the design right and see them in context.
In addition to the perennial and seasonal products I worked on, I was fortunate help launch some enduring strategic,
high-value core product lines which the team marketed, promoted and coordinated across all stores and platforms over many years – the Bar Tools line featuring professional cocktail crafting tools for the home bartender, and the Open Kitchen line which showcased a wide range of professional cookware for the home chef. In both instances I worked across teams and departments to create the visual branding, storytelling, identity and packaging system for these enduring product lines.
Bar Nuts
Credits
Dane Solomon – SVP, Executive Creative Director, Michael Hester – Sr. Design Manager, Anne Morrel – Sr. Project Director , James Chao – Sr. Production Design, Shelia Scott – Sr. Print Producer
Oliver | Dipping Oils
Credits
Karen Rapaport – SVP, Executive Creative Director, Anne Morrel – Sr. Product Director, James Chao – Sr. Production Design, Steven Noble – Illustration, Shelia Scott – Sr. Print Producer
Karen Rapaport – SVP, Executive Creative Director, Anne Morrel – Sr. Product Director, James Chao – Sr. Production Design, Steven Noble – Illustration, Shelia Scott – Sr. Print Producer
Heirloom Pastas
Credits
Anna Last – SVP, Executive Creative Director, Sarah Hingston – Sr. Design Manager, Anne Morrel – Sr. Product Director, James Chao – Sr. Production Design
Anna Last – SVP, Executive Creative Director, Sarah Hingston – Sr. Design Manager, Anne Morrel – Sr. Product Director, James Chao – Sr. Production Design
Navitas | Smoothies
Credits
Dane Solomon – SVP, Executive Creative Director, Robyn Peal – Product Director, James Chao – Sr. Production Design, Shelia Scott – Sr. Print Producer

Dane Solomon – SVP, Executive Creative Director, Robyn Peal – Product Director, James Chao – Sr. Production Design
Granolas
Credits
Dane Solomon – SVP, Executive Creative Director, Angela Butts – Product Director, James Chao – Production Design
Dane Solomon – SVP, Executive Creative Director, Angela Butts – Product Director, James Chao – Production Design
Sparkling Cocktails
Credits
Anna Last – SVP, Executive Creative Director, Sarah Hingston – Sr. Design Manager, Robyn Peal – Product Director, Anna Ibarra – Production Design
Anna Last – SVP, Executive Creative Director, Sarah Hingston – Sr. Design Manager, Robyn Peal – Product Director, Anna Ibarra – Production Design
Fall Food Collection
Credits
Anna Last – SVP, Executive Creative Director, Michael Hester – Sr. Design Manager, Robyn Peal – Product Director, Anna Ibarra – Production Design
Anna Last – SVP, Executive Creative Director, Michael Hester – Sr. Design Manager, Robyn Peal – Product Director, Anna Ibarra – Production Design

Bar Tools
Credits
Dane Solomon – SVP, Executive Creative Director, Robyn Peal – Project Director, James Chao – Production Design, Shelia Scott – Print Producer, InHouse Team – Photograpaher
Dane Solomon – SVP, Executive Creative Director, Robyn Peal – Project Director, James Chao – Production Design, Shelia Scott – Print Producer, InHouse Team – Photograpaher
Mini Pie Fillings
Credits
Karen Rapoport – SVP, Executive Creative Director, Angela Butts – Product Director, James Chao – Production Design, Shelia Scott – Print Producer

Grilling Sauces
Grilling Sauces
Credits
Credits
Anna Last – SVP, Executive Creative Director, Micheal Hester – Sr. Design Manager, Robyn Peal – Product Director, Anna Ibarra – Production Design, Shelia Scott – Print Producer
, Steven Noble – Illustration
Anna Last – SVP, Executive Creative Director, Micheal Hester – Sr. Design Manager, Robyn Peal – Product Director, Anna Ibarra – Production Design, Steven Noble – Illustration
Cocktail Nuts
Credits
Karen Rapaport – SVP, Executive Creative Director, Anne Morrel – Product Director, James Chao – Production Design, Shelia Scott – Print Producer, InHouse Team – Photography
Gluten Free Pies
Credits
Dane Solomon – SVP, Executive Creative Director, Angela Butts – Product Director, Anna Ibarra – Production Design
Dane Solomon – SVP, Executive Creative Director, Angela Butts – Product Director, Anna Ibarra – Production Design
Selected Works
Aaron Pedroza | Creative Director | NYC SF | get in touch
Aaron Pedroza
Creative Director | NYC SF | get in touch