Dollar Tree is a national value retailer offering a broad assortment of everyday essentials, seasonal goods, and private-label products at accessible price points.
As a Senior Graphic Designer for Packaging & Product at Dollar Tree, I develop and evolve private-label packaging systems designed to scale across large assortments, product categories, and price tiers. My work combines brand identity, packaging architecture, visual hierarchy, template development, and production execution to create cohesive brands with strong shelf presence.
Brand Design · Packaging Systems · Private Label · Brand Architecture · Retail · Template Development · Production
Home feels different in the right light. Luminessence brings warmth, comfort, and atmosphere to everyday spaces through candles designed for everything from quiet nights in to moments worth celebrating. Whether it’s a favorite fragrance, the simplicity of an unscented candle, or the effortless glow of LED, Luminessence makes it easy to set the mood and make any space feel a little more like home.
Warm, inviting, and effortlessly elevated, the brand believes creating a beautiful atmosphere shouldn’t have to feel complicated, or out of reach.
Light the moment with Luminessence.
Luminessence Rebrand
Luminessence was redesigned to create a more elevated, cohesive candle brand with a flexible system capable of supporting multiple product categories and future expansion. The new identity strengthens shelf recognition while establishing a consistent visual foundation across the assortment.
Goal: Modernize the brand, improve shelf presence, and establish a scalable packaging system.
Brand Evolution | Packaging Design | Brand Architecture | Template Development | Production
LED Candles & Unscented Candles
Packaging Architecture and Price Tiers
Opening Price Point ($1.25): LED and unscented candle packaging share the same core structure, using subtle color shifts to distinguish product types while maintaining a cohesive shelf presence.
Multi-Price ($3.00+): Higher-tier products elevate the system with deeper, fully flooded colors and richer tonal treatments, creating a more premium look while remaining unmistakably Luminessence.
Opening Price Point:
Multi-Price
Luminessence Signature Scents
Signature Scent Architecture and Price Tiers
Opening Price Point ($1.25): Brighter, more vibrant color treatments create an approachable, energetic expression of each fragrance.
Multi-Price ($3.00+): Softer, more refined tonal treatments and elevated finishes give the assortment a more premium look while preserving the same scent-based color system and brand architecture.
Opening Price Point:
Multi-Price
