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I’m a passionate packaging and brand designer focused on beauty and consumer goods, based in NYC. I build scalable design systems and lead cross-functional teams to bring trend-driven SKUs from concept to retail. I love shaping brand identity, visual storytelling, and efficient workflows that empower future teams. With experience across CVS, TJ Maxx, Macy’s, and other major retailers, I thrive on turning insights into compelling packaging and brand experiences.…I’m a passionate packaging and brand designer focused on beauty and consumer goods, based in NYC. I build scalable design systems and lead cross-functional teams to bring trend-driven SKUs from concept to retail. I love shaping brand identity, visual storytelling, and efficient workflows that empower future teams. With experience across CVS, TJ Maxx, Macy’s, and other major retailers, I thrive on turning insights into compelling packaging and brand experiences.

Peter Soohoo

Designer, Art Director, Brand Designer, +2

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I’m a passionate packaging and brand designer focused on beauty and consumer goods, based in NYC. I build scalable design systems and lead cross-functional teams to bring trend-driven SKUs from concept to retail. I love shaping brand identity, visual storytelling, and efficient workflows that empower future teams. With experience across CVS, TJ Maxx, Macy’s, and other major retailers, I thrive on turning insights into compelling packaging and brand experiences.…I’m a passionate packaging and brand designer focused on beauty and consumer goods, based in NYC. I build scalable design systems and lead cross-functional teams to bring trend-driven SKUs from concept to retail. I love shaping brand identity, visual storytelling, and efficient workflows that empower future teams. With experience across CVS, TJ Maxx, Macy’s, and other major retailers, I thrive on turning insights into compelling packaging and brand experiences.

Available to hire

I’m a passionate packaging and brand designer focused on beauty and consumer goods, based in NYC. I build scalable design systems and lead cross-functional teams to bring trend-driven SKUs from concept to retail. I love shaping brand identity, visual storytelling, and efficient workflows that empower future teams. With experience across CVS, TJ Maxx, Macy’s, and other major retailers, I thrive on turning insights into compelling packaging and brand experiences.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Work Experience

Design Lead at Truststone Group

January 1, 2025 - Present

Hired to build and lead the company’s first beauty division, defining the creative vision and brand identity for beauty initiatives; shaping packaging, voice, and storytelling across licensed and private label brands. Leading design systems, workflows, and scalable processes; collaborating cross-functionally with product, marketing, and leadership to concept, design, and launch trend-driven SKUs; partnering with sourcing and development to ensure packaging meets aesthetic and operational needs; supporting tech by creating retail-ready packaging for LED mirrors, charging cables, wireless speakers, and other electronics.

Senior Designer at Marks.

January 1, 2022 - January 1, 2025

Collaborated with marketing and product development to understand CVS beauty brand positioning; conceptualized and executed packaging solutions that communicate brand narrative and adhere to CVS branding guidelines; developed and maintained packaging standards and templates; stayed updated with packaging trends and technologies; maintained brand guidelines and managed multiple projects with deadlines.

Senior Designer / Jr. Art Director at Enchanté Accessories

January 1, 2017 - January 1, 2022

Ideated and created packaging for beauty, body, and wellness products for major retailers; followed licensing brand guidelines for Disney, Marvel, Men’s Health, Tommy Bahama, and Nautica; produced and presented renderings; collaborated with Art Directors, Project Managers, and other departments for buyer meetings and presentations; implemented project management workflows; transitioned renderings to production files; managed a design department of 12, organized team workload, and onboarded new hires.