Daniela Shield Email & Phone Number

I am a senior designer with extensive experience in wine packaging and fast-moving consumer goods (FMCG). Throughout my career, I have led projects focused on rebranding, repackaging, and new product development for notable clients, including Woolworths, Pernod Ricard Australia, Foster’s/Treasury Wine Estates, and Baiada.Most recently, from 2017 to 2024, during my time at Denomination Design I worked on both large international brands and passionate local producers, in an environment that balanced teamwork and independent creativity. One standout project was the development of the Rose Gin packaging for Squealing Pig Wines. Here, I successfully captured the essence of the brand while seamlessly extending its portfolio, ensuring the new design resonated with both existing fans and new consumers. From 2013 to 2014, I served as a senior designer at Landor Associates, I played a key role in the comprehensive rebranding of Jacob’s Creek Wines for Pernod Ricard Australia. This 18-month project encompassed all aspects of branding, including primary and secondary packaging, marketing collateral, signage, and brand guidelines.At Marque Branding, I collaborated on diverse projects for Woolworths, including the Select Haircare Range, Inspire Bakeware Collection, and the Woolworths Christmas ranges for 2013-14 and 2016-17. My work spanned fresh food items, decorations, homeware, and point-of-sale materials. Additionally, in 2015, I partnered with Frost* Collective to redesign the Woolworths Essentials range.

Listed skills include Packaging, Concept Development, Creative Direction, Graphic Design, and 14 others.