I was hired to design a packaging label for Beth Levine’s Orange–Apricot Marmalade, and a business card for her tiny bakery-kitchen in Manhattan. As her start-up was growing, I built out the branding using whimsical illustrations to represent the charming fruit names. When opening a more upscale restaurant was discussed, I recommended Madison Avenue in the 90s. That was where it opened and still remains. Creative direction from my business card was then extrapolated into the first line of boxed gift packaging, establishing the foundation for Sarabeth’s branding, now an international $40M business.