Petaluma & Co. was established in May of 2016 by my wife, Sophie, as a passion project. The site focused on sheetmasks as a reliable and affordable method of maintaining beautiful skin. It quickly expanded from a small side business to a full fledged e-commerce site. Petaluma & Co. was recently acquired by a large beauty and skincare company.
Given the opportunity to work in a sector that I had little experience in was both eye opening and exciting. I drew inspiration from the tried and true designs of the beauty and fashion industry, but also looked towards newer mediums such as social media and beauty blogs to hone in on a style that was both elegant yet accessible to Petaluma & Co's target market- "young, fresh-faced, American girls". Because Petaluma & Co. was the embodiment of a scrappy start up, I had to not only design everything from the online store, to the packaging and print material, to the marketing collateral- but I also had to find ways to invent and simplify the processes for the sake of time- and my marriage.
