I’m looking to partner with teams that value craft, story, and commercial performance—driving premium brand identity and packaging end-to-end, with room for creative leadership and long-term brand roadmapping.
As a Portuguese citizen, I am authorised to work anywhere in the European Union.
Open to opportunities
Laura Salazar
@laurasotosalazar
Art Director & Brand Strategist | Brand & Packaging Design for Physical Products | Premium Consumer Brands | 20+ Years
PortugalWhat I'm looking for
Art Director and Brand Strategist specialising in brand identity, packaging design, and custom illustration for premium consumer brands.
Over 20+ years, I've created distinctive, story-driven visual systems that drive measurable commercial success at scale.
RECENT WORK THAT MOVES NUMBERS
I led brand and packaging design for two major international success stories: Vithit Sparkling Line: Designed complete packaging system from scratch (launched 2019) for this functional beverage brand now selling 45+ million bottles annually across 18 international markets including major retailers: Tesco, Sainsbury's, Boots (UK), Walgreens (US), Woolworths, Coles (Australia), Carrefour, Delhaize (Europe). The brand has maintained 18% annual growth since 2020. Corso's Cookies: Directed complete brand transformation (2021-2024) including logo evolution, packaging architecture, and 100+ character illustrations. Contributed to the brand's evolution from craft producer to one of North America's fastest-growing premium cookie brands with double-digit million dollar annual revenue.
WHAT I DO
I develop complete brand identities from strategic positioning through execution, specializing in premium consumer brands where craft, story, and quality matter. My work combines rigorous brand strategy with design that performs in competitive retail environments—from major international grocers to independent specialty shops.
CORE EXPERTISE
→ Brand Identity & Strategy
→ Packaging Design & Production (FMCG, food, beverage, spirits)
→ Custom Illustration & Character Design → Brand Storytelling & Visual Narrative
→ Strategic Creative Direction
GLOBAL EXPERIENCE
20+ years working with clients across Colombia, United States, France, United Kingdom, Spain, Italy, Norway, Switzerland, Canada, Mexico, Hong Kong, UAE, Belgium, and Germany.
NOTABLE CLIENTS
Vithit, Corso's Cookies, Scoville Premium Vodka, Provence Lab Spirits, José Cuervo, DocASAP, RespireRx Pharmaceuticals, Vistaprint, Tromsø City, and others across food & beverage, spirits, hospitality, healthcare, and public sectors.
Experience
Work history, roles, and key accomplishments
Current
Independent Art Director
Independent
Jan 2003 - Present (23 years 3 months)
Developed complete brand identities and premium packaging systems for international consumer brands across 18 markets, supporting 45+ million bottles annually. Led brand and packaging transformations (e.g., Corso's Cookies and Vithit) including creative direction, brand architecture, and packaging that contributed to double-digit million-dollar revenue and ~18% annual growth.
Education
Degrees, certifications, and relevant coursework
UN
Unitec
Graphic Design
2003 -
Completed graphic design studies at Unitec in Bogotá, Colombia in 2003.
Tech stack
Software and tools used professionally
Availability
Open to opportunities
Location
PortugalAuthorized to work in
Website
laurasotosalazar.comPortfolio
laurasotosalazar.comSocial media
Job categories
Skills
Brand IdentityBrand StrategyBrand and Product PositioningBrand ArchitectureNamingLogo DesignBrand GuidelinesBrand SystemBrand DevelopmentPackaging DesignProduction ManagementMulti Product Solution DevelopmentSustainable And Eco Conscious Packaging SolutionsBranding IllustrationsCharacter DevelopmentEditorial And Children’S Book IllustrationVisual StorytellingCreative LeadershipStakeholder ManagementClient CommunicationCross Functional CollaborationStrategic ThinkingProblem SolvingAdobe IllustratorAdobe Photoshopadobe indesignShopify Visual SetupGoogle WorkspaceNotionAtScaleGmailMatter
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