Art & Merch Design with Coco Nella

Photo by New Perspective LA

In honor of Women’s History Month, we decided to interview some Los Angeles women artists, designers, and business owners. We start this series by talking to artist and designer, Coco Nella who has paved her way through the Los Angeles art scene after relocating from the Tri-State area. Coco has worked with several brands and businesses to elevate their brand with her abstract designs.

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Who Is Coco Nella?

Photo by New Perspective LA

Coco Nella is a Los Angeles-based mural & custom artwork business owned by Corinne “coco” Pulsinelle. Coco hails from the east coast, where she grew up fascinated by abandoned buildings and street art. After attending SUNY Purchase Art Conservatory in New York, she was able to refine her style and scale up her designs into large murals.

Since moving to Los Angeles, Coco’s painting style has caught the attention of major corporations, interior designers, business owners, and independent clients looking to have custom artwork in their homes. Her illustrations have also been used on packaging, clothing, and merch specifically in collaboration with local breweries.

Coco’s Background

Growing up in New Jersey, Coco became interested in the arts while taking an art class at her high school. Growing up, she took a specific interest in photography and graffiti as her artistic outlet. While in high school her teacher encouraged her and helped her apply to art schools.

After relocating to Los Angeles, Coco made connections with local interior designers and she began doing large-scale paintings and home murals as well as retail and office spaces. She has been able to create these connections through the years and building a brand for herself.

Although Coco’s primary work is painting murals and graphic design, she majored in Screen Printing while at SUNY Purchase where she learned the art of printmaking. This knowledge helped her understand design and plays a big role in how she works today. Coco has been able to pivot her knowledge of design and printmaking to create artwork for beer cans and apparel.

10 Questions with Coco Nella

We sat down with Coco to talk about her story, her inspiration for what she does, and the women in history that paved the way for her.

Q: How do you think learning the art of Printmaking in college influences your art today?

Coco: Printmaking is a cool knowledge base to come from because it is process-heavy and I am better at setting up a project overall because of it. For example, I approach murals by having a completely planned-out design first and pay close attention to things like color order as you would in printmaking. The heavy focus on design and image layering is definitely something I think is evident across my work.

Q: Growing up, who were the women that you looked up to as inspiration for making art?

Coco: I have always been inspired by strong women in general, especially those who are accomplished in male-dominated industries or have overcome very big challenges. I can’t pinpoint a particular idol in the art world, but I will say that seeing my grandma react to the drawings I was doing as a kid for example made me feel like maybe I had something worth pursuing. So maybe I didn’t know all of the art icons & hadn’t been to many galleries, but I had strong women around me who I looked up to and wanted to make proud.

Q: How do you help brands develop their visual assets?

Coco: My approach to working with brands is based on making a personal connection and understanding the ethos of the company and who their customer is. Developing color schemes, fonts, and images. Those are all tools we can utilize to communicate. Sometimes I feel like a translator, taking what it is a company wants to express and simply putting that into the language of design. I am not short on unconventional ideas and I value freshness and originality while keeping things approachable.

Q: What is your process when designing merch for a business?

Coco: On a technical level, it’s important for me to understand what the design is going to be used for. An image that translates well on a digitally printed t-shirt might not work on an embroidered hat for example. Once that part is sorted out, I really just focus on making the merch look eye-catching and awesome. People often buy merch because it’s nostalgic… you had a great time at a new brewery and there’s an awesome t-shirt hanging in front of you that you can wear and remember that awesome time. It’s built into the experience for the customer, but it’s also built into the advertising of the business. It’s a proper win-win scenario that should be treated as a fun and enjoyable creative process.  

Q: What do you enjoy about working with local breweries?

Coco: Local breweries are often down-to-earth social environments where things behind the scenes are often very creative and experimental. I feel like my goal as a visual artist to bring people together parallels the goal of many brewers that I have met, and that alignment allows for really cool artwork to happen.

Q: How important do you think it is for breweries to have label art for their cans?

Coco: Label art on almost any product is an integral part of creating/product brand awareness and making sales. A lot of people like myself will engage with a new product almost exclusively because I like how it looks, after all that’s often all you know about the product until you’ve tried it.

Q: What is the best part of working with a local business?

Coco: The best part of working with a local business is that I am also a local business and we speak the same language, a lot of times as far as understanding the hustle, the highs, and lows. I come at those projects from a place of support and I really appreciate the support in return.

Q: What do you like most about designing beer can labels?

Coco: Craft beer is specifically cool to make art for because oftentimes the customer will sip on a beer and have a rare moment of pause where they can actually look at the can. I like to bring a lot of detail into these labels and give people lots to look at, it’s just fun and part of the whole experience of unwinding with a good beer. Plus I’ve seen people either collect or turn the can into planters so that’s been a meaningful and unexpected demonstration of how people respond to the work I’m putting out.

Q: What is the most challenging part of designing merch?

Coco: The most challenging part of designing merch for me is creating the best strategy ahead of time so that whatever artwork I send to the printer will translate really well onto whatever product we are making. At the same time, I want to create artwork that is versatile for my client, so if they decide in the future to turn the same image into a patch or a pin I need to hit that sweet spot of having visually interesting details, but not so many details that they get lost on the item or can’t be made at all. It’s not always possible but that is often a challenge I face being in between the client and the printer.

Q: What inspires your creativity when designing merch?

Coco: When I design merch, I am always on the lookout for unconventional sources of inspiration that can bring freshness and originality. I don’t look at other merch as much as I might look at old photos, advertisements, and even just cool color combinations that I might notice while I’m out on a walk. 

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Designed by Coco Nella for the 2020 Los Angeles Brewers Guild

Beer label designs

Coco has worked with some Los Angeles County-based breweries such as Lucky Luke Brewing and Pacific Plate Brewing designing their cans. She has been able to bring a brighter concept and an out-of-the-box approach to label design.

Colorful and eye-catching beer label designs have recently become a very integral part of the craft beer business in Los Angeles. Having a well-thought-out, colorful and fun design on a beer label has proven to increase sales, and breweries all around the country are beginning to notice that combining art and beer is a good way to create brand awareness and loyalty.

Check out The 20 best beer label designs of 2020

Read How to design a beer label: The ultimate guide for craft brewers

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Merch Design

Having a well-thought-out design printed on a t-shirt or stickers can get you noticed. Coco has created some very cool designs to establish a brand visual asset for some of her clients such as Leo & Mamas, which is a women-owned lifestyle brand and shop in Lancaster, California, and a cool bandana collab with Lady Luck Print Co. which is a women-owned print shop located in Carlsbad, California.

As a business with regular customers, selling t-shirts, mugs, or stickers at your events or establishment creates a beautiful flywheel effect: the more merch you sell, the more money you make, and the more your brand gets promoted by your regular customers. A nice mention on their social media also helps promote your brand and gets you noticed by orders in a way that is fast and easy.

Read 8 Reasons why your company needs branded merchandise

Author: Irene Floridia - Content Creator

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Custom Packaging For Your Businesses

Increasing sales growth via quality packaging is quickly becoming a priority for many businesses big and small, however, it is true that this is more important for smaller brands that are trying to accelerate brand recognition by using attractive custom packaging. More and more, we see our clients invest in custom boxes, packaging sleeves, custom labels, and even personalized inserts to elevate their customer’s experiences.

Surveys and studies will tell you one thing — branded packaging brings big value for your business. But just to give you an idea:

• 72% of American consumers say that packaging design influences their purchasing decision. (Ipsos)

• 71% of American consumers say they are more likely to buy products in paper or cardboard packaging. (Ipsos)

• 60% of online shoppers say that branded or gift-like packaging gets them excited about receiving the package. (Dotcom Distribution)

• 50% of online shoppers say they are more likely to recommend products to friends if they came in branded or gift-like packaging. (Dotcom Distribution)

According to a study by Statista, a leading provider of market and consumer data, e-commerce growth is projected to hit a whopping 6.54 trillion US dollars in 2022. With the market growing, we can expect more brands to further saturate different industries; and with that, there will be a pressing need for you to stand out from the rest.

This where branded packaging comes into play, and here are effective ways small businesses are making sure they stay on top of their packaging game.

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Customize Your Design With Your Brand in Mind

Branded packaging encourages the customer to remember you after their purchase. Well-planned and executed packaging design can turn first-time buyers into repeat customers, and if your packaging design resonates with them, they will become your brand advocates, too.

Taking your product packaging to the next level does not mean you need to have custom shipping boxes. There are factors to consider, such as your product itself not needing it, or your price point now allowing the increase in cost.

Don’t worry - you can make small and meaningful investments into upgrading your product packaging.

Read more about How Can Branding Costs Be Capitalized

Custom Packing Tape

By far the most budget friendly option, the personalized packing tape option is the best option for growing businesses. Besides being a cost-effective way to customize your packages, it can also be an opportunity to include a discount code or more information about your brand as well as advertise any additional items available in your shop.

Custom Packing Labels

Packing labels are usually applied to a simple box where the product is stored. These custom box labels are great to display your branding such as logo, colors, and tag lines or your social media handles. It’s another easy and affordable way to personalize your packaging.

Pro Tip: Hire a product packaging designer

Custom Packing Sleeves

Packing sleeves are often used on small items that are packaged in small boxes where a sleeve can be placed. Besides the visual component, your branded packaging design should be functional. After all, it will hold your product securely in place during transit.

Custom Tissue Paper

Customized tissue or packing paper is primarily used for apparel, however, it does not have to be! This option is again another way to keep your branding costs down. Tissue paper with your brand on it can be printed by your local merch printer or screen printer, or if you’re looking for a more DIY option, you can purchase a stamp of your logo and stamp the paper as you go!

Custom Packing Inserts

Packing inserts compared to the top suggestions may cost a bit more depending on the type of paper (you will want to use a thick card) and the type of print such as gloss or matt. Insert cards give you a little more flexibility as to how much information about the brand you can include due to the size (assuming your box is big enough to fit an 4x6 card).

Adding a discount card can make for a wonderful surprise treat and are a great way to encourage repeat sales.

You can also add thank you notes and other personalized messages that allow them to inform, engage, and ultimately, build a relationship with their clients.

Author: Irene Floridia - Content Creator

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Do you have more questions about packaging design and printing?

send us an e-mail at quotes@familyindustriesla.com, or give us a call at 323.227.1547 and we'd be happy to help.

Our showroom at 2755 Fruitdale Street, Los Angeles, CA 90039 is open by appointment only from 10 am - 4 pm Monday through Friday.

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Guide To Product Packaging and Labeling

Consumerism is at its all-time high, standing out in a million other products similar to yours can be a real struggle. Now more than ever, brands are valuing their packaging and labeling a lot more than they did before. If you’re not pushing boundaries with the artwork and design of your product and packaging, take this as a sign to up your game and re-evaluate your approach. In this article, we’ll go over the steps you need to follow to create an eye-catching product label and package.

Product Packaging

We don’t often consider package design as a difficult creative job. Well, you might be surprised to learn that it does take quite a bit of effort! Blending colors, icons, logos, illustrations, and text on the bag to draw people’s attention is the job of a package designer. Beyond design, you also have a wide array of choices in packaging materials, such as folding carton boxes, plastic, fabric, and more.

There are three questions you must have the answer to before you start designing the packaging for a product.

Product Packaging: How Top Brands Design Memorable Unboxing Experiences to Delight Their Customers

What Is The Product?

This question may seem very basic but it’s crucial to help you determine if there are any logistical musts for your product packaging. For example, a delicate product may require more secure packaging like packing peanuts or a sturdy box. Something that is large or with odd dimensions, on the other hand, may require a custom packaging solution instead of a box, such as a fabric bag or aluminum can.

Read How to Package Odd-Shaped/Sized Objects for Shipping?

Who’s Your Customer?

The type of packaging is often dictated by who your buyer/customer is. Is the product supposed to be used by men, women, or both? Is it for children or adults? Is it geared towards people who are environmentally conscious? To those on a budget or with lots of disposable income?

Read The Effect of Versioned Packaging on Various Demographics

By answering these questions in preparation to design your packaging, you’re narrowing down things like the materials, colors, and overall design. Products for older adults may need larger text. Alternatively, items geared towards an affluent customer will need to consider materials that create a feeling of luxury.

How Are People Buying Your Product?

Is your product easily accessible? Are people exposed to your product at a supermarket, a boutique, or online?
You’re going to want to think about packaging differently if the product is going to be sold online and shipped than if it’s going to need to stand out from the competition on a big-box store shelf.

Read 10 Ways To Make Your Product Stand Out On The Shelf

If the product is being sold online, perhaps a box in which the item will be rattled or easily damaged while in transit may be a bad idea. If you’re limited on your budget, packing peanuts or wrapping the item in bubble wrap is a good alternative to other expensive materials. Those that will be on a boutique shelf will need to catch the eye of a buyer surrounded by cutesy items in cutesy packages.

Order your own branded packing and packing promotional items

Pro Tip: If printing on packaging is out of your budget, consider custom tape to use on blank boxes (applicable for online retailers) and/or stickers with your logo!

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Product Labeling

Product labeling is a part of the packaging of a product. Labeling is the written information on the packages. These written labels on the package cover important information which needs to be communicated to a customer. Product labeling is different from packaging. A product packaging might have the brand colors, the logo, and the material as well as the shape of the package, etc.

These are some of the technical details you should be considering when designing your labels.

Digital Printing: A Packaging Revolution

Colors

Following the advice above, if your product will be sold in stores then you want to use colors that will stand out and will make a statement. Additionally, when branding, you should stick to a color pallet of at least 3 colors and follow that throughout your labels and packaging. You will also need to have the CMYK values or Pantone Matching Values (PMS) colors for printing.

Read Psychology of Colour – How To Use It In Your Packaging Design

Fonts

The font should be legible and easy to follow throughout the label. Make sure it doesn’t clash with your logo if your logo is a typeface. Ensuring the font is the right size for the size of the product is also important, and you want to make sure that you have the rights to the font to avoid any legal issues.

Check Out How to Choose Brand Fonts for Packaging Design

Logo

Having your logo on the label is key, make sure it’s centered and represents your brand colors and aesthetics. For a smooth printing process, make sure your logo is a vector file.

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Conclusion

It’s advised to spend a good amount of time thinking about your packaging, more often than not, people chose the product that looks cool and interesting, especially on a shelf with other competition. Be strategic about choosing your colors, fonts, and artwork. It’s best to work with a designer that can execute the artwork and placement of your label, logo, and other necessary product information.

If your budget does not allow for hiring a designer, or if you’re product is sold online, for packaging we recommend getting branded packing tape, stickers, and stamps of your logo to easily brand your packaging on a budget. You can have stickers, pins, and other promo items printed by your local print shop.

Author: Irene Floridia - Content Creator

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