Overview
The cutest scented super slow-rising squishy Pets & Besties! Smooshy Mushy gained a strong fan base and became a very successful brand. I was responsible for the overall branding and graphics for over 2 years. I worked with a team of in-house designers and contractors to produce product concepts, character artwork, packaging, showroom designs and other marketing materials needed for the brand.
*In collaboration with RedwoodVentures and OLO Industries
Brand
Smooshy Mushy/RedwoodVentures
Role
Designer & Art Director
Project Type
Animation/Video Direction, Illustration/Character Art Direction, Packaging, PR Campaign, Product Innovation
Smooshy Mushy Ultra - Video Teaser
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/c2163d88-8cf2-4f26-8be1-278c61ce33e5_rw_1200.png?h=c5e6c148693a587ca54018dbfca57b54)
Smooshy Mushy Ultra - Character Art
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/41859936-4897-4485-bc69-11d2e62fe8f4_rw_1920.jpg?h=21ee7b8f921e62739a3e436d488d8f38)
Smooshy Mushy Ultra - Packaging & Character Art
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/a28b654e-32d9-4690-9a53-37c7888554f7_rw_1920.jpg?h=fce4ce99aa2e3baf2dd29bdb27471dec)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/074dd4f3-30f6-46b4-a8dd-309bab478ef5_rw_1920.jpg?h=dfe550d13ba3c2d11fd5da1b39dd182b)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/7109d75d-91ec-4e13-921f-9e57700e530f_rw_1920.jpg?h=5e737ec58870e8569cb8ccf6cd2bb57d)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/8ce4ad14-efd7-492b-b274-993ef2cf5b97_rw_1200.jpg?h=18102dc8811ca91b418e1295de86689c)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/7328fad1-9edf-4d21-a0d9-8e43a17af196_rw_1200.jpg?h=46b9e8e56e58c88d5a7e407c7425e8c3)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/91c64151-4267-45b9-8c5b-36efec56ba98_rw_1920.jpg?h=f4777a28f85596e1ae095b859fb6e4f6)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/9236df59-8555-4ad5-b4e4-5b9e690fd295_rw_1920.jpg?h=7fc7010895ffee50a33dfcc77b2f35c2)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/36cd9099-58dc-42e6-b422-efaed5936069_rw_1920.jpg?h=7e8daf181792e0f95bc3044dd37832d9)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/b66f9086-94dd-49ae-b204-95ecd16d6e5d_rw_600.jpeg?h=38b857d5a020cd63f00dd54fcea20592)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/9a28f6c6-425b-4010-a5e6-86f5a37cbd3d_rw_1920.jpg?h=1b1dc95c45bb4966ce94e8e26b17810a)
Smooshy Mushy Ultra - Influencer Promotion Campaign
![Kendra's Sparkly Life](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/4fc69146-3027-469e-8ea7-6a7d02667bdd_rw_1200.png?h=856e69d98259e68d0c07d02b6f7a0a9d)
Kendra's Sparkly Life
![Mini Toyland](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/ba46b172-b892-4679-90d0-8c4fadc27eb2_rw_1200.png?h=87893459c93b93e2f856e6400108bd69)
Mini Toyland
![Everyone's Toy Club](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/be968186-7e29-48ec-afa2-2547460ac7de_rw_3840.png?h=2ef73955de8bdbf7388a218db078defc)
Everyone's Toy Club
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/ed2a6013-bc4d-4786-b549-d2d97ae850db_rw_3840.jpg?h=1347091cd41d35121919ee74d86b7c53)
Smooshy Mushy Mystery Munchie Packs - Packaging & Product
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/bd115ee4-12ee-446a-8118-b915111dae10_rw_1200.png?h=ca23568f689394a8f1a2676f95d6d47c)
Smooshy Mushy Mystery Munchie Packs - Packaging PDQ
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/6ab371e5-a3bd-42db-b9e3-4f2be6905f33_rw_1920.jpg?h=41f94de046987ecd1e0795a5e23904a7)
Smooshy Mushy Mystery Munchie Packs - Collector's Poster
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/7a3a11d8-26e0-4e45-a7e1-6b711bcbfc3f_rw_1920.jpg?h=902c160de8e29bc364ff007406f870f4)
Activity concept and design
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/fd37030a-658c-4f33-a367-ae9dacbda7be_rw_600.gif?h=6a2918efbf4db0a85dec7faf651ab7a3)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/8b50d26f-52f9-4e04-80d8-31824cf2c063_rw_1920.jpg?h=613e728037abc7c4441b318504b1ded1)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/e05bc8e4-b7e6-40c8-99a1-e2ecb5ab4ea3_rw_600.gif?h=596b2c77d3808867fba102bfd3b408b2)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/25354ba1-4882-4433-8622-ca5abc99a846_rw_600.gif?h=c7ec8abd2afb01647c643a370c9e4879)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/17ca5994-02f3-4857-bc52-3d0daa369123_rw_600.gif?h=73020e72d590dfac244c745f761b15d8)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/793c49f4-c03c-44bc-a7af-66919ff8a8db_rw_1920.jpg?h=41e2b53ba8ae529833c2d191c009b89e)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/fc9b7784-8435-4324-804c-e1b1273de761_rw_1920.jpg?h=8d263943ab41abe687e9a876e458c988)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/d4934fd9-b74e-447a-ac45-6dda716c03c9_rw_1920.png?h=8f30e10c4e8ff9387f95bbbf0ab455ac)
Smooshy Mushy Minis - Packaging
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/9756f157-f0f1-4874-b78c-df62643d5763_rw_1920.png?h=27143c84526454a97bb831f8405d3ff8)
Smooshy Mushy Minis - Packaging & Product
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/4417784d-d4cd-483c-8bea-569da23377a1_rw_600.gif?h=422038cbc99c62d385fe1875d634f3a9)
Smooshy Mushy Minis - Packaging & Product
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/6afc6126-8015-4220-b2b0-c09f5b99011f_rw_1200.jpg?h=4281e7f107e0272ef413fd8e36a2f56d)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/e249f92c-df46-43a8-a37a-21ab01d6e3a3_rw_1200.jpg?h=e0cf5c4af9da324435f01df6c85c71f4)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/8cfd6915-4695-4c1c-9710-a644f02609b1_rw_1200.jpg?h=7909cd5cfad58a50d3434d015036e7b1)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/c3a38a2d-458c-481d-adaa-ac3337fc2bb1_rw_1200.jpg?h=6ce12155ff8ede2c4fc33c14b845c661)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/e0222a3f-8220-46fe-8dc0-39cd5438b269_rw_1920.jpg?h=415aa2a8253719f691e1fca38fbab66b)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/eb2a14eb-443a-464b-b809-c40e6897d1cd_rw_1920.jpg?h=2c53f0878511809dbbf6a5c18808bd78)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/4e9ecc15-bb6e-4f69-9cec-3d4494748931_rw_600.gif?h=8cb9c232c5b5ca1cf54198742030d475)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/e032284f-1e70-402d-b6e3-f2a3160fb31e_rw_1200.jpg?h=fa1060586d8ee28814ebf6c4b38ef30c)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/204fa587-d4cb-4565-a7ea-f97834c97fef_rw_3840.png?h=3084af4fb0b275cb6d0455a8c98752c9)
Smooshy Mushy Bentos S4 - Packaging
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/dbbed5d3-d988-493e-b4a0-2ea54af6ca54_rw_1920.png?h=0496198c6c644546dae82123e8be6c48)
Smooshy Mushy Sticky Snacks - Packaging
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/4889a3b5-f83e-420b-af14-2b287f6f22f1_rw_1920.jpg?h=a3ad3531d3c8ba7a4a276f006969e6bd)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/321c385f-9844-48ab-a04a-538cb7b2baf6_rw_1920.jpg?h=907bc6c55376f5b66ab7573bf4f412a7)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/4a9f9b20-d7aa-43fb-aab2-1da3a2521efe_rw_1200.png?h=9192eadd857dffbef844ec50d2447009)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/15320419-dad9-4a33-9920-7fcd5e6880a0_rw_600.gif?h=cc7f200d33f4e79e64f1bd8278b2ab16)
![](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/573a3cf1-594f-4940-8c1c-e5fbc19d01b2_rw_600.gif?h=13b3ec7a017a3e58b7aeea2697a4c910)
![Smooshy Mushy Sticky Snacks - Packaging & Product](https://cdn.myportfolio.com/9dbe67ae3c5c362e0e2afd589606ff7e/33a5de58-4188-45b6-b0a7-8392a2c9482a_rw_1200.png?h=05a94011c05ca332e00b7d6af9bd322a)
Smooshy Mushy Sticky Snacks - Packaging & Product
FULL CREDITS
DIRECTION: Megan McKiernan
ILLUSTRATION: Mindy Lucio, Jojo Chongjaroenjai, Jamie Rodriguez, Brenda Ho
PACKAGE DESIGN: Megan McKiernan, Mindy Lucio
VIDEO: Jojo Chongjaroenjai (storyboard & animation)
INFLUENCER CAMPAIGN: Mindy Lucio (design), Megan McKiernan (direction), Freeman Public Relations (PR), Aisle Think (printing)
PRODUCT CONCEPTS & DEVELOPMENT: David Murphy, Megan McKiernan, Mindy Lucio
PHOTOGRAPHY: Ryan Ehrmantraut, Cierra Maher