Monica Reyes
Verified Expert in Design
Brand and Packaging Designer
Lima, Callao Region, Peru
Toptal member since September 19, 2024
Monica is an award-winning designer specializing in restaurant branding and retail products in the food, makeup, and personal care industries. With a strong foundation in advertising, she transitioned to focus on in-depth research and meaningful connections. Monica crafts concepts, naming, branding, packaging, and illustration. Her portfolio includes work for tea, coffee, beer, spirits, and restaurants for clients in cities such as Canberra, Montreal, Vancouver, San Francisco, and Seattle.
Experience
- Logo Design - 15 years
- Graphic Design - 15 years
- Brand Design - 13 years
- Brand Development - 13 years
- Branding - 13 years
- Food Packaging - 11 years
- Packaging - 6 years
- Social Media Design - 4 years
Portfolio
Work Experience
Brand Designer
Total Supplies
- Developed a complete premium matcha brand system for Mori Matcha, including packaging architecture, product tier differentiation, visual identity application, and digital brand direction across culinary, ceremonial, and superior ceremonial categories.
- Created a scalable packaging design system that clearly communicated flavor profile, usage occasion, and product hierarchy through refined color strategy, typography, material direction, and minimalist visual storytelling.
- Directed creative development for marketing and eCommerce assets, including website art direction, product positioning, category messaging, and premium CGI imagery aligned with luxury wellness and Japanese-inspired aesthetics.
- Established a cohesive premium brand experience by defining packaging material direction, tactile finish references, and luxury visual standards to ensure consistency across digital renders, product mockups, and future production.
Logo and Branding Designer
Senioritis Inc.
- Developed the brand identity and visual direction for Senioritis, establishing a modern and approachable positioning for a senior care staffing and networking platform focused on trust, accessibility, and human connection.
- Collaborated closely with the founder and internal marketing team to refine the naming tagline's exploration and overall brand perception, helping them define their brand personality.
- Adapted the creative process to a highly constrained project scope and timeline, focusing on high-impact strategic decisions and streamlined execution to maximize brand clarity, flexibility, and long-term scalability.
Brand Creation Expert
Rosewater Falls Inc
- Redesigned the brand’s logo and visual identity to reflect an elevated, multicultural aesthetic aligned with the luxury wellness market.
- Designed a series of yoga mats packaging combining minimalist sophistication with handcrafted textures and patterns, enhancing the brand’s tactile and visual storytelling.
- Advised the client throughout the packaging production process, coordinating with suppliers to ensure high-end finishes, structural quality, and consistency with the brand’s premium positioning.
Web Designer
Kemi Collective Group LLC
- Led the brand discovery and conceptual development, translating strategic insights into a visual identity aligned with the client’s storytelling goals.
- Built a complete brand identity system, including logo, typography, color palette, and a visual language, creating an elegant and contemporary aesthetic aligned with the client’s field of work.
- Developed a cohesive and emotionally resonant visual identity inspired by Yoruba storytelling and symbology, highlighting cultural authenticity and strategic design consistency.
- Provided art direction for the website’s visual design and UX elements, ensuring the brand translated consistently across three business verticals and supported conversion goals.
Graphic Designer
Pathize
- Guided the client researching and developing a unique illustration style that could scale consistently across digital and physical platforms without losing its core identity.
- Created 12 unique visual concepts that translated the client’s abstract ideas into tangible, illustrated moments—designed to spark reflection and interest and leave a lasting message.
- Expanded an existing brand by adding a new content layer while fully respecting the original brand guidelines—enhancing its expression without altering its core identity.
Brand Designer
Salekni App
- Developed brand assets for an app supporting economic recovery in an emergency zone. Delivered a complete identity system in record time to empower community collaboration.
- Adapted to the client’s complex schedule to deliver full brand assets for her app in under a month, enabling a fast and smooth handoff to the UI/UX design team.
- Created a bilingual brand identity for a startup app, designing logos and visual assets in both English and Arabic to ensure cultural relevance and consistency across markets.
Versatile Brand Designer
The Core Agency LLC
- Developed the complete brand identity for a U.S.-based dietary supplement line focused on cognitive performance and biohacking, ensuring scientific credibility and modern appeal.
- Developed the complete brand identity for a U.S.-based dietary supplement line focused on cognitive performance and biohacking, ensuring scientific credibility and modern appeal.
- Delivered a brand system including logo, typography, color palette, iconography, and packaging mockups optimized for both DTC eCommerce and retail environments.
- Collaborated closely with the founder to align visual storytelling with the brand’s core values of optimization, transparency, and innovation.
- Contributed to product differentiation by crafting a sleek, futuristic visual tone that set the brand apart in a saturated supplement market.
Founder and Design Principal
More Studio
- Led a small, multidisciplinary boutique studio offering creative services through a research-driven, holistic approach, delivering customized branding and packaging and product design solutions for the hospitality, gastronomy, and beauty industries.
- Directed branding projects for high-end restaurants, leading one client to reach a new high-ticket audience after 20 years in the market.
- Designed a specialty limited edition chocolate bar for Jcoco Chocolate (Seattle), which resulted in a price increase of $0.25 per bar compared to the rest of the catalog. This success led to us rebranding the entire packaging line.
- Helped our oldest U.S. client successfully open a physical store, utilizing the brand concept and guidelines we developed.
- Delivered full-spectrum brand experiences consistently, from concept development to execution, focusing on user-centered designs that authentically resonate with target audiences.
Design Master (Remote)
Hugo Tea
- Charged with their rebranding and update of their complete line's packaging design.
- Spearheaded the whole rebranding and visual identity, packaging design, exhibition stands, and merchandising.
- Designed a retail product that needed to stand out on the shelf and be welcomed by the clients to hold on to, re-use, and exhibit in their homes.
Senior Brand Designer
Belcorp
- Transitioned to the client side to advise on rebranding their key brand, Esika. Played a crucial role in reshaping the brand's identity, ensuring alignment with the company's overall vision and market positioning.
- Implemented a comprehensive rebranding and product layout system for Cyzone, one of the company's youngest brands. Standardized design across all packaging, including makeup, fragrance, and personal care lines, ensuring cohesive brand identity.
- Designed a new typographic system, modernizing the brand's product aesthetics. Presented the idea to superiors, who embraced it and resolved legal misinterpretations to implement this impactful change.
Mid-range Graphic Designer
J. Walter Thompson
- Adapted brand systems across eCommerce, websites, email campaigns, digital ads, social media, and web banners. Ensured consistency and strong brand presence while supporting engagement and conversion goals.
- Collaborated as half of the core team, leading campaigns for the agency's largest client, a multinational in 13 Latin American countries. Contributed to crafting the visual identity and brand strategy across diverse markets.
- Adapted graphic lines for extensive public media platforms, including bus wraps, metro interiors, billboards, and building displays. Ensured consistency and impact across all mediums, enhancing the brand's visibility in high-traffic areas.
Education
Bachelor's Degree in Art and Design
St. Ignatius of Loyola University - Lima, Peru
Certifications
Food Photography & Styling
The Iluminated Table
Skills
Tools
Adobe Illustrator, Adobe Photoshop, Adobe CC, Photo Editors, Banner, Illustrator CC, Photoshop CC, Canva, Adobe Creative Suite, Illustrator CS5, Photoshop Design, InDesign CC, Photoshop CS6, Apple Keynote, Microsoft PowerPoint, Microsoft Word, Adobe InDesign, CorelDRAW, Google Slides, AI Tools, InDesign 2017, InDesign CS6, Adobe, CAD
Platforms
Figma, Adobe Suite, Shopify, WordPress, Webflow, Webflow CMS
Industry Expertise
Restaurants & Dining, Food, Fashion, Luxury Goods, Jewelry & Accessories, Apparel & Accessories, Marketing, Hospitality, Real Estate
Other
Adobe Creative Cloud, Photography, Outdoor Advertising, Print Advertising, Food Packaging, Graphic Design, Illustration, Social Media Design, Book Cover Design, Branding, Packaging, Art Direction, Logo Design, Print Design, Visual Design, Web Design, Brand Design, Color Theory, Brand Development, Ad Banners, Banner Ads, Design Guidelines, Design Systems, Social Media, Marketing Design, Print Marketing Design, Ebook Design, Infographics, Social Media Content, Presentations, Brand Strategy, Pitch Deck Design, Luxury, Brand Guidelines, eCommerce, UX Design, Conversion Rate Optimization (CRO), Creative Direction, UI Design, Pitch Decks, Product Packaging, Landing Page Design, Graphics, Brand Books, Food Illustration, Box Packaging, Typography, Package Design, Web Banner Design, Restaurant Website Design, Product Branding, Label Design, 2D Illustrations, Artificial Intelligence (AI), Digital Marketing, Responsive Web Design (RWD), Brand Identity, Brochure Design, 3D Packaging, Promotional Leaflets & Flyers, Data Visualization, Design, Visual Identity, Icon Design, Websites, Print, Flyer Design, Print Ads, Presentation Design, Drawing, Vehicle Wraps, Automotive Wraps, Infographs, Visual Storytelling, Storytelling, Luxury Retail, Image Processing, Retail Merchandising, Logotype, Consumer Insights, Consumer Packaged Goods (CPG), Design Leadership, Digital Brand Identity, Print Production, Strategic Design, Visual Assets, Visual Brand Guidelines, Digital Design, PowerPoint Design, Iconography, Signage Design, Marketing Collateral Development, Thumbnail Images, Rebranding, Color Schemes, Color Scheme Design, Brand Logos, Product Design, Wordmark, Creative Design, Video Editing, Brand Analysis, Brand Building, Brand Consulting, Personal Care, Sales Presentations, Board Decks, Board Presentations, Brochures, Multilingual Design, Advertisement Design, Collateral Design, Taglines, Videos, Mascot Logos, AI Social Media Content Creation, Videography, Collateral, Print Layout, Ads, Digital Illustration, Artwork, Vector Illustration, Advertising Design, Isometric Design, CPG, Content Design, Layout Design, Conceptualization, Merchandise, Creative Concept Development, Visual Systems, Retail Design, Naming, Poster Design, Character Design, Content Creation, Email Design, Catalog Design, Animation, Website Design, App Icon Design, PDF Design, Digital Art, Maps, Wine & Wineries, eCommerce Design, Editorial Design, AI Art Generator, Stable Diffusion, Image Generation, Shopify Design, User Experience (UX), Email Marketing, User Interface (UI), eCommerce UI, eCommerce UX, Social Media Kits, Social Media Covers, Web App UX, Merchandising, Digital Drawing, Hand Drawing, Marketing Agencies, Direct to Consumer (D2C), AI Design, Digital Marketing Design, No-code Development, Web UI, Web UX Design, InDesign 2024, 2D Motion Graphics, Facebook Promotion & Advertisement, Event Marketing, Slogan Writing, Web App UI, Landing Pages, Meta Ads, Mobile App Design, AI Content Creation, Ad Design, Video Ads, Brand Marketing, Generative Artificial Intelligence (GenAI), Booth Design, Microsoft Word Templates, Luxury Industry, Architectural Visualization, Floor Plans, Web Illustration, Adobe Premiere, Annual Reports, B2B, Event Design, VIP Packages, Food Styling, Storybook, Storyboarding, Squarespace, User Journeys, Yoga, 3D Design, Motion Design, Video Design, Motion & Animation Design, Employee Experience, Internal Communications, AI Automation, Search Engine Optimization (SEO), eCommerce CMS, Digital Ad Design, UI Motion, Video Tutorials, Community, YouTube Graphic Design, Children's Books, Children's Illustration, Toys & Children's Products, Art Toys, Conversion, Creative Operations & Leadership, ClickUp, Travel, Email Management, Microsoft Dynamics
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