01.    Who Gives A Crap Wrapper Refresh

Packaging Design, Pattern Design

Brand: Who Gives A Crap
Senior Designer: Lily Fulop
Design Lead: Belen Ramos
Creative Director: Vanessa Morrish
Photographer: Daniel Herrmann-Zoll

As the Senior Brand and Packaging Designer at Who Gives A Crap, I was tasked with refreshing the brand’s iconic patterned wrappers. The redesign harnessed bold colors and geometric shapes to make the wrappers feel more modern. I created a cohesive pattern system that could stretch across the different product categories (Bamboo toilet paper, recycled toilet paper, paper towels, and tissues), differentiating them but making them feel like one family.

02.    The Boardwalk

Branding, Pattern Design

Client: American Express and Resy
Designer: Lily Fulop
Art Director: Elsa Jenna, Palette Studio
Creative Agency: Giant Spoon
Experiential Agency: Shiraz Creative

I collaborated with Elsa Jenna to create a visual identity for this experiential event. I was involved in initial ideation of branding directions, and narrowed in the look and feel of the final event including logo design development. 

I created patterns and graphic assets that the Shiraz Creative designers applied to physical elements at the event. 


03.    Mint Chip Color Launch

Set design, art direction, and styling

Brand: THINX(BTWN), Thinx’s Tween period underwear line
Associate Art Director: Lily Fulop
Creative Director: Anna Mckenzie
Photographer: Jin Lee

This campaign celebrated a new mint colorway launch for the tween period underwear brand, THINX(BTWN).

Inspired by terrazzo, I created a playful interpretation of mint chip ice cream that included the rest of the brand’s primary color palette. I illustrated the custom terrazzo pattern which was applied to the set as well as the models’ finger nail designs! 

This shoot presented a particular challenge because the underwear cannot be shot on-model like the adult version. This created a fun opportunity to get playful and creative with the way we presented the product through set design. 

All work copyright Lily Fulop 2023.