I was approached by Warren Struhl’s G.O.A.T. Foods to develop the packaging identity for Licorice.com and Chocolate.com’s America 250 campaign. The company needed a visually compelling system to support a seasonal promotion tied to the Fourth of July and the 250th anniversary of the United States.

The exploration began with the visual language of celebration: fireworks, flag motifs, patriotic symbols, and the movement of light across the night sky. A range of directions were developed around the brands’ sampler boxes, moving from traditional Americana to more abstract and contemporary interpretations.

The final direction reimagined the stars of the American flag as fireworks. Anchored by die cuts on the sampler sleeve, the stars became active elements within the system, appearing to burst, trail, and move across the package. Overlapping paths created moments of color, texture, and negative space, giving the campaign a sense of energy while keeping the identity clean, graphic, and ownable across both brands.