Craig Tuffs, Designer in London, United Kingdom
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Craig Tuffs

Verified Expert  in Design


London, United Kingdom
Toptal Member Since
September 14, 2022

Craig is a heavyweight creative director, having worked for global household brands for over 20 years covering tech, brand, creative strategy, print, and packaging. Passionate about creating impactful, timeless design solutions that shape brands and drive innovation. Always driven by data and user-focused, he has led global creative teams, driven major rebrands, shaped digital experiences for celebrities, and delivered world-class design solutions.


Work Experience

Director of Global Creative

2021 - PRESENT
The Juice Plus+ Company, LLC.
  • Managed and delivered a global re-brand that spanned packaging, digital, print and social. Covering 20 countries and over 200,000 partners globally.
  • Redesigned and launched Juice Plus+ events brand book, which included branding, rules, and guidance about colors and typography, stage, exhibition, animation and digital design guidance.
  • Led a team of eight global designers that not only oversaw and delivered the rebrand but also serviced and delivered high-quality projects for the 20 countries we operate.
  • Directed art and drove creative excellence over several key videos.
  • Led the redesign across the Juice Plus+ website and social channels.
  • Rebranded Juice Plus+ events, which happen twice yearly across 20 countries and were attended by over 80,000 partners annually.
Technologies: Illustrator CC, Adobe Creative Suite, Photoshop CC, InDesign CC, Figma,, Trello, Branding, Creative Direction, Brand Books, Web Banner Design, PowerPoint Templates, Presentations, Health & Wellness, Nutrition & Supplements, Team Mentoring, Brand Design, Graphic Design, 2D Graphics, Leadership, Brand Development, Design Leadership, Digital Brand Identity

Head of Creative

2018 - 2021
Jamie Oliver Group
  • Designed and launched several physical products, including a fresh pasta range, breakfast cereal, kitchen equipment, and a sandwich range.
  • Created a co-brand with our commercial partner shell. This included detailed and robust brand guidelines, store design, packaging, digital and social assets, lead and art directing several lifestyles, and product photography.
  • Created and designed a new brand identity for Jamie's licensing and physical products.
  • Launched a 7-day veggie challenge product, where I managed brand identity, UX, UI, design, email newsletters, the social campaign, and art-directed Jamie's tips and tricks videos that sat within the app.
  • Designed the Jamie Oliver Media Group's website. This website is specifically for media and press.
  • Created and executed set designs for various marketing executions, including kitchen, store, and restaurant designs.
  • Launched Jamie Olivers Easy Veg plan, a digital product that challenges the user to go veggie for a month from Monday to Friday. Users can track their progress and leave feedback on recipes they enjoy or dislike.
Technologies: Adobe Creative Suite, Illustrator CC, Photoshop CC, InDesign CC, InVision, Leadership, Mentorship, Team Mentoring, Art Direction, Creative Direction, Packaging, Web Design, Desktop Web Design, Web UX Design, Product Design, Brand Books, Brand Design, Brand Development, Set Design, Design, Graphic Design, Responsive Design, User Experience (UX), 2D Graphics, Mobile UI, Recipes & Cooking, Design Leadership, Mobile Web Design, Responsive, Digital Brand Identity

Senior Product Designer

2014 - 2018
Jamie Oliver Group
  • Led the creative direction for, a website with over 10 million unique users a month, which at its peak, hit 16 million users at Christmas. I headed the creative direction, design, UI, and UX.
  • Designed the website for Jamie Oliver's Food Revolution in 2017. Jamie campaigned Food Revolution globally to change the way kids eat. The website gained over eight million signatures, which we took to the British government.
  • Conducted user testing over three days on the old website and proposed new designs.
  • Designed Jamie's Ministry of Food website, which aimed to bring back lost cookery skills in some of the UK's poorest areas.
  • Designed the Hotpoint and Ministry of a food truck.
Technologies: InVision, Photoshop CC, Illustrator CC, Team Mentoring, Brand Design, User Experience (UX), Graphic Design, 2D Graphics, Leadership, Desktop Web Design, Web UX Design, Brand Development, Mobile UI, Recipes & Cooking, Design Leadership, Mobile Web Design, Responsive, Digital Brand Identity
2000 - 2003

Bachelor of Arts Degree in Graphic Design

University of Bedfordshire - Luton, UK



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