Kay James Design is a woman owned, award winning design studio with Midwestern roots. We deliver purposeful design solutions that connect with the hearts and minds of consumers. Our best in class processes are grounded in research. With decades of experience, we serve leading CPGs and industries—such as personal care, food & beverage, household and automotive. While our home is in the Midwest; we are Global in how we work. Whether you’re launching a new disruptor brand, renovating an established brand or seeking unique seasonal or special packaging, our pragmatic approach and world wide network allows us to offer you diverse perspectives and fresh creative results.


A Different Perspective


Placed in the heath and beauty aisle, Cottonelle® Flushable Wipes needed a way to stand out from competition, differentiate itself from the bath tissue aisle and elevate its presence at shelf. After our audit and synthesization of the brand foundational tools we saw an opportunity to amplify brand communication and differentiation through color and pack simplification.


Approaching the brand foundational tools from a different perspective won over the retailer, gained premium shelf placement and significantly increased sales.

•  Market Research
•  Print and Pattern
•  Brand Blocking
 Eye Tracking 
 Premium Shelf Placement


Maximize Store Brand ROI


We helped a Midwestern retailer with loyal customers rebrand their private label portfolio to boost margins and improve shopability. To effectively manage the new brands and maintain control of the assets, the retailer needed tools and support to protect and maximize their rebrand investment.


Our team offered a seamless solution of brand management tools. These easy to use and deploy tools included specific brand standards complete with packaging examples, shelf sets, digital renders and color targets. In addition, we continue to lead and implement a client specific, digital art routing platform for cross functional team reviews and approvals. With our solutions the ownership and control of these new brand assets reside with our client – not vendors.

•  Consumer Centric Design
•  Strategic Brand Positioning & Development
•  Packaging Architecture Expertise
 Brand Management
 Art Routing Services



The Brands
We Serve

The Brands We Serve

Our Services

Strategic Design

Market Research

Trend Forecasts

Consumer Insights

Brand Design


Brand Marks



Packaging Design

Line Extensions & Refreshes

Limited Edition & Seasonal

New Concept

Benefit Iconography

Global, National & Private Label

Surface Design

Print & Pattern


Emboss & Functional Cues

Limited Edition & Seasonal

Production Design

Adaptation Guidelines

All Panel Layouts

Mechanical Art Files & Rep Skus

Vendor Managed Services

Our Process

Design Thinking is the standard of how we work. It is defined as a non-linear, iterative process that our team uses to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test. It is a highly collaborative, effective and relevant creative process that delivers with a purpose, drives quick decisions, improves speed to market and prevents costly rework. We begin with an upfront, extensive investigation which allows us to offer our clients the necessary clarification and definition that specifies desirable, feasible and viable design solutions. Along the way, we facilitate collaboration and integrate feedback early and at all stages of development. The result is focused design that places consumers at the heart of everything we do.

Our Team

We know that no project is the same! That is why our team is a group of unique individuals with a diversity of skills, talents and interests. This allows us to be nimble and accommodate each project needs. Whether you’re seeking a new brand refresh, reimagining your portfolio, needing print ready files or managing your brand assets, we will work as an extension of your team—pairing you with the right talent to get the job done.