BJ’s Multi-Brand Retail Cart Display

CLIENT: Chef’n / BJ’s Wholesale Club

ROLE: Art Director & Graphic Designer

DELIVERABLES: Structural CDU design, custom dielines, packaging artwork, retail signage, production prototypes, creative guidelines, and cross-brand art direction.

CHALLENGE & APPROACH: What began as a four-product Chef’n display expanded into a twelve-product and three-brand BJ’s retail cart featuring Chef’n, Farberware, and KitchenAid all under the Chef’n brand. I designed and hand-built four CDU prototypes, established creative standards, and art directed packaging and CDU work across multiple designers. When the assortment expanded, I quickly redesigned Chef’n packaging around large, in-use photography to help secure buyer approval.

OUTCOME: Expanded a four-product display into a cohesive three-brand retail program while maintaining Chef’n’s visual identity across CDUs, packaging, and signage.

Prototype First

Custom dielines and four hand-built CDU prototypes brought the concepts to life at full scale, allowing the buyer to review the structure and provide feedback before production.

The Shake Test

Every prototype had to pass my unofficial “shake test.”

If the products couldn’t survive an enthusiastic shake in my office, they weren’t ready for the sales floor.

Buyer Approved

The finished handmade prototypes were shipped to the buyer for approval. The concepts were approved and appeared ready for production.

Designing Through Change

Chef'n is known for innovative kitchen tools that aren't always immediately recognizable on the shelf.

With the assortment expanding, the buyer wanted packaging that better communicated the products function. I redesigned the Chef’n packaging around large, in-use photography that showed each product in action.

The new direction earned approval and became the creative foundation for the expanded program.

One Cart. Three Brands.

Farberware and KitchenAid were added to complete the assortment. With no existing creative standards, I established the visual guidelines, art directed multiple designers, guided revisions, and reviewed packaging and CDUs through production.

The result was a cohesive retail experience that brought three brands together while maintaining Chef’n’s visual identity.