For nearly two decades, Tom Lien and his handpicked design squad have assisted businesses of all sizes in improving the sales of their products and services through innovative and effective graphic design. No project has been too big or too small for Lien Design to tackle, and we do our best to seek out inventive, original ways to increase your brand’s value—no matter your budget!
Starting with a larger firm in Chicago, Tom Lien now runs his operations through sunny San Diego California, bringing big agency experience and small agency customer service together. Drawing on his years of experiences working with the most decorated design firms in the U.S.—as well as some of the most accomplished art directors in the business—Tom knows the value of collaboration as it serves to inform on the client’s exact needs and desires.
Bringing together members of his team to work on Lien Design’s creative projects based on their individual talents, Tom ensures that his classically trained team members are appointed to the projects that best fit their skillsets.
We work on the belief that good design isn’t merely about throwing together a “pretty package,” but that it results from a thorough examination of all design elements needed to create a solid whole product that exceeds client expectations. We operate knowing that the first impression of a product or service greatly weighs into the consumer’s chance of purchasing, and we take this fact into account on every design project we tackle—from creating small print advertisement to conjuring up an entire branding style guide from scratch! We know the value of producing a good logo, and we’ve been able to measure the quantitative value of our design collateral with many of our clients by measuring the increase in sales after the implementation of our work.
Our designs are backed up by a proven track record that can be measured in dollars and cents. That’s why you want the Lien Design team in your corner.
No matter the size or breadth of your project, the Lien Design team will be there to handle every aspect. From designing or refreshing your company’s logo, to building up a strategic branding strategy that includes logo design, packaging design, and print collateral, we’ve done it all—and we’ve done it well! Let us guide you along our design process, from our initial conceptualization of your product or service’s transformation to the final, polished design and creation. We’re here to create results, for you and your consumer.
We’ve rubbed shoulders and worked alongside the big boys at huge design firms, and we know the ins-and-outs of whatever your design needs may be. With hundreds of satisfied clients under our belts, the Lien Design team is confident that our nearly 20 years of marketing and design research and creation will be able to not only take on your design needs, but also exceed your expectations regarding skill, communication, and customer service. Our team hails from a number of diverse design backgrounds—backgrounds that will only further lead to the success of your business.
Lien Design has worked on design projects spanning multiple industries, at all levels and campaign stages. Our services are always 100% tailored to our client’s specific needs and expectations, and, no matter the timeline or budget you’re working with, we will create a solution suitable for any and every situation. Even if you’re at a standstill in your development process, drop us a line and give us an idea of where you want to go. We’ll make it happen.
With designers who’ve worked both independently and at some of the largest firms in the country, we know the value of effective project management and customer support. We pride ourselves on communication and maintaining attention to detail through our projects, from start to finish, and we keep our client’s in the loop every step of the way. Besides, it’s your vision, and you’re an essential part of the team.
The Kimberly-Clark Corporation was reaching low- to middle-income families with their Huggies line of diapers, but they continuously missed catching the attention of the key demographic of upper-income households that could bring in much more income. To expand the market of their product, Lien Design designed a new line of diapers called Huggies Supreme in 2003. Kimberly-Clark’s sales rose more than 5% overall -to $3.9 billion! -establishing an all-time quarterly record.
Mount Gay Rum has been an established rum brand for decades. But they were in search of a younger adult audience for their new line of flavored rums. Lien Design, of San Diego California, created a bottle design that incorporated pieces of their beloved brand, but with a modern, slick look. This refreshed brand essence capitalized on a new and younger range of adults.
Introduced back in 1986, PepsiCo’s Mug Root Beer saw a slump in sales, as the product was no longer attracting the wide range of consumers that it did the years following the product’s release. To appeal to a larger consumer base, PepsiCo hired Lien Design for a brand redesign, making the product’s packaging and logo more dimensional and contemporary to attract children and teens.
Oleevola is a high-end olive oil infused with Omega 3 and Vitamins. Lien Design was tasked with creating a package design that looked amazing on the shelf but more importantly, could be something that the consumer would want to display on their dinner table for casual and formal dinners alike.
Lien Design accomplished this by creating a package design that is modern and neutral but also with amazing taste appeal and a clean, slick look.
Simplicity was key in the design of this beverage label. Pepsico needed something created that would showcase the natural simpleness of their ingredients and flavor. Tom H. Lien, of Lien Design San Diego California, developed a label that was approachable, minimalistic, but most importantly looked delicious!
After 15 years on the shelf, this design has been extended to several other flavors and is still a top seller!
David Bradley, Chocolatier is a family-owned business that was started over 30 years ago.
When the business’ family recipe for fine chocolate began to experience a decline in sales, it was decided that the package design – which had always been done in-house – needed a new zing.
Lien Design rebranded the small business’ product packaging from scratch, creating a design that is not only contemporary and fun, but also prominently displays the taste appeal of each different fine chocolate right on the front of the product.
Within a month of the design relaunch, the product was the #1 seller in David Bradley’s stores, outselling all of the old packaging that remained on their shelves and prompting them to extend the design to their other 18 delicious chocolate lines as well.
Already a household brand that consumers have come to recognize, Lien Design worked with TRESemmé to deliver a contemporary brand design that would stand the test of time while maintaining the brand’s client base. The TRESemmé Total Solutions product line maintained category dominance and supported premium pricing across multiple product generations and over 30 line extensions.
When designing Raw Materials’ packaging line, the goal of Lien Design was to make a product that conveyed masculinity so that the products’ primary client base would feel comfortable buying and using skin care products. This ambitious startup company is now being sold nationally, with sales climbing dramatically in its category.
In response to an increasingly competitive marketplace, Gorton’s partnered with Lien Design to introduce a new package label design for a seafood product that is quick and easy—and that also alludes to a delicious, slowly cooked meal that’s been made at home. With their new branding – made up of a sharper logo, new packaging layout design, and bold and appetizing photography – Gorton’s relaunched product left their competitors in the dust. (This packaging design done in cooperation with Wencel Hess.)
If I can be immodest for a moment... our clients LOVE us! Here are some real, unsolicited excerpts from emails we've received over the years:
"I can't tell you how many times companies and customers compliment our package design, so thank you! Also, I already have some design plans in mind for the next run of bags and products, and you are our #1 design guy so we look forward to a long relationship of working with Lien Design!"
Tricia Fages - The Good Scone
“I just want to thank you again for such a wonderful job on the branding design project. It was a huge hit! Tom Clarkson, the Field Senior Vice President has been here for 13 years and said this was the most professional branding we’ve ever put together. Congratulations on a job well done!”
Allstate Insurance - Kym Janowicz
I am speechless... It's as though you took the idea out of my head and put in on paper. The design is perfect!
Alan Bornt - Trikl Brewing System - www.Trikl.us
We are so excited about how our logo is turning out. You are truly talented with your design work! Thank you so much for your time and help.
Kimberly Gurley - Bottomz Up
"I can't imagine this looking any better than it does right now. It's completely captivating... You really pulled out all the stops and nailed this!!"
Marc Fraser - O2rganics
Tom Lien is a master of marketing design. His sharp razor focus on obtaining the perfect design for my product label was truly impressive. Communication with him regarding my vision for this product was clear and direct. He moved smoothly and quickly into the creation of a perfect prototype that was beyond my dreams. What a delight working with him! I will certainly look forward to other projects. Thank you Tom!
Marlene Web - Vibrant Glow
“We have used Lien Design for multiple projects, and each time they have been extremely patient, diligent and attentive. They always present a diverse range of innovative creative concepts that still manage to embody and preserve our vision as a brand, providing an end product that is both beautiful and functional.”
Dana Flower – Marketing Manager at Paradise Point Resort & Spa
“Thank you so much. I can’t tell you how impressed I am with your relentless diligence and total commitment to this project. You have proved to be beyond professional and so very, very talented. You’ve been absolutely great to work with and we so look forward to future projects with you!”
Diane Williams – La Jolla Editions
“I love the new design, thanks again. The extra effort really makes a difference and I am thrilled with the look of our brand. I am so very pleased!”
Anna Beekman – Green Innovations
“Lien Design is an investment not an expense. You can only hope they will take you as a client.”
Matthew Farruggio – California Quivers
“I am very impressed with the way you work. I’m looking forward to working on our next project with you!”
Natalie Zinetti – Zinetti Foods
“What can I say… you are a star. Everything you touch turns into gold. The new design looks just beautiful. It has a soul, and it’s alive!”
Moshe Segev – 26 Zone
Fast Franks is a fun, easy way to feed your family on-the-go. Lien Design, a California branding company, was hired to design this food packaging that looked energetic, engaging, but also extremely appetizing. The Oscar Mayer brand is prominent, and the brand's colors used throughout to add equity to the beloved brand. But the new modern design also takes it in a new direction to capture a fresh consumer segment.
Impactful, effective design is what Prevasil was looking for when they hired Lien Design to create their new over-the-counter cold sore treatment packaging design. The design not only pops on the shelves, but has great presence online and conveys a strong, effective medicine.
Lien Design created a unique package design of gluten free, egg-free, dairy-free, soy-free and nut-free cake mixes that represented exactly what the customer wanted and stood out from the competition on the shelves. Working diligently with the customer, Lien Design was able to design a modern, clean and colorful package highlighting all the many health benefits and deliciously wholesomeness of the entire line.
The Good Scone Baking Co. hired Lien Design for their retail packaging experience and knowledge of FDA guidelines when launching a new product. The Good Scone wanted a company that understood all the many design elements and proper placement that must be included when designing consumer packaging goods.
Testimonial: "I can't tell you how many times companies and customers compliment our package design, so thank you! Also, I already have some design plans in mind for the next run of bags and products, and you are our #1 design guy so we look forward to a long relationship of working with Lien Design!"
Tricia Fages - The Good Scone
Solana Botanicals is an all-natural perfumery located in San Diego, California. This unique startup, small brand uses plant-based ingredients to create a range of luxurious scents.
Lien Design was tasked to create a package that was fresh and natural looking. But also with a modern twist, to capture the attention of a younger, earth-conscious demographic.
Relying on extensive research and design exploration, the Lien Design team developed a package solution that separated California Quiver’s CQ Mixer from its many competitors in the alcohol industry. The brand’s design appeals to a classy and sophisticated audience and resulted in a 231% sales increase within the first year.
Trikl is an innovative way to make coffee, so Lien Design was tasked to show the simplicity and beauty of this modern coffee device. Through use of clean, contemporary typography, and clear easy-to-understand visuals, this package is brought to life. It educates the consumer quickly on exactly what it does and why they need it.
Fujifilm hired Lien Design to create packaging design that could be used to showcase the brilliant color from their new printers. Lien Design designed these packages to show that no matter what kind of product you’re printing for, Fujifilm can produce amazing, color-correct label and package design.
RĒL Vape is an innovative line of vapes and cartridges that are reliable and efficient. They required a box package design that would exemplify their innovative, stylish cannabis oil filled vape pens.
From the forward-thinking packaging with its own reusable base, to the devices that have been engineered specifically for cannabis oils, RĒL Vape will set itself apart as the exceptional vaping experience that customers have been seeking.
RĒL Vape uses innovative, high quality devices and utilizes nanotechnology in its oil formulations. The products have also been uniquely packaged in a reusable base that ensures optimal performance during the life of the products.
Pasokin was created without the use of common preservatives or unrecognizable ingredients found in most snacks. It is one of the most beloved snacks of Brazil, so Lien Design of San Diego California, needed to create a package design that incorporated some of the charm of Brazil, but with an American spin to it.
The packaging design really plays up the exciting and tasty flavors of this Brazilian treat. It is meant to pop off the shelf to consumers that may have never seen a snack like this, but get intrigued (and hungry!) when they see the design.
Over the past several years, Lien design has created the marketing materials, brochure designs and convention displays for Allstate's huge yearly convention. Each year has a different theme and style, and is in honor of the hard working agents that have excelled over the past year.
Lien Design was hired to design a package for the international frozen food company Gorton’s. Lien Design was challenged to create a design that looked quick and easy to prepare, but with the perception of a slow, delicious home-cooked meal. The new packaging left competitors looking pale by comparison and it became a top-seller in it’s category!
Several months of research went into understanding exactly who the next generation of Pepsi consumers would be and what appeals to them in the stores. Lien Design, in partnership with MLR, designed the new look for Pepsi Twist to create a strong shelf presence and increase taste appeal of the overall brand, while maintaining a link to the original brand. Within 30 days of launching Pepsi Twist nationally, this brand became one of the top-sellers in company history, and maintained it’s dominance for years.
The Kahoots brand is a well-established chain of pet stores in Southern California, San Diego. They needed a fresh new look for their cat litter, something that would pop off the shelves in a very crowded shelf space.
Lien Design created a package design that was exciting and energetic in order to separate itself from some of the other more static competitors.
In addition to the packaging design, Lien Design created its new brand name, Feline Amazing, which is now used across several different products and sizes.
Lien Design developed the look for Miller’s new introduction into the non-alcholic category, Miller Premiere. By relying on market research and a vast design exploration, Lien Design developed a package solution that separated Premiere from its non-alcoholic competitors and appealed to a sophisticated audience looking for a deep, rich beer.
Sun Yum is an all-natural, delicious sunflower seed dip. They came to Lien Design to create a label design that not only looked healthy, but more importantly, looked extremely tantalizing, flavorful and really popped off the shelf in such a crowded hummus space.
The Lien Design team created the Aquilaria brand from the ground up, developed branding and style guidelines, and created multiple variations of the brand’s luxurious and high-end packaging.
AuraPure is a brand new high-end protein powder, targeted for female consumers. The modern protein bottle design is meant to be a clean and minimalistic packaging design, similar to the product’s simple, premium ingredients.
After we completed a series of targeted focus group testing on females of a certain age and socioeconomic level, the current label design was refined and is set to hit the shelves soon.
With the brewery industry on a all time high in San Diego, California, O’Sullivan Brothers Brewing hired Lien Design for it's expertise in the food and beverage package design. With many hours of competitive research Lien Design was able to design a brand that represented the family's values, history as well as creating a strong label that will stand out from the 100's of bottles on the shelf.
Sleek, modern redesign of the Chicago Cutlery packaging.
Being such a giant and expanding Fortune 500 company, AAA found it challenging to keep all of their agents from making branding mistakes and hurting the pristine AAA brand essence.
Lien Design created a comprehensive, yet easy-to-follow, brand standards manual that is now shown to all employees and agents of the AAA brand. It covers everything from typography, to logo guidelines, to photography style, and more.
This manual keeps all the branding cohesive and consistent over a wide array of mediums for AAA.
Lien Design was brought on by CVS to helm a brand redesign project that was massive in scope. The objective was to create an overall look for CVS’s private label products that could be easily applied to anything throughout their stores.
Lien Design is a leading graphic design company in San Diego, California.
With the help of Lien Design’s vibrant and flavorful package designs, Royal’s diverse, and VERY successful, line of rice-based products can now be seen on store shelves across the U.S.
Lien Design gave the Lunchables logo a long overdue redesign. While keeping some of the consumer equity established over 15 years, the logo and packaging was redesigned with a young, contemporary feel that appealed to kids and parents alike.
RETURN ON INVESTMENT: After the redesign, Lunchables now maintains the #1 spot in the children’s lunch category, and has been rising ever since.
Sandal Essence is a new introduction to high-end women’s beauty care. The packaging design needed to be elegant, and also stand out against the competitors in the shelf space. The revolutionary luminescent coloring on the structure made the product almost glow on the shelf, and it’s already been picked up by several high-end stores.
Nutrabody was in need of a vitamin label that looked efficacious in delivering quality vitamins to the body. But unlike some of it's competitors, Nutrabody also wanted to show that it tasted delicious, and not too medicinal. So Lien Design had to strike a delicate balance of healthy and effective, along with tasty and enjoyable.
Lien Design is a package design company started by Tom Lien and operating in San Diego, California.
The American Licorice Company hired Lien Design to work with their popular RedVines product in order to design a logo that would raise the RedVine production the shelf above its competitors, as well as appeal to adults and kids alike. The RedVines product packaging redesign is a playful evolution of the original brand, heightening taste appeal while leveraging RedVines’ existing brand equity of long-time loyal patrons. The custom illustration was commissioned for this project and created uniquely for each product in the lineup.
Zesty Z is a unique za'atar spread, popular in the Mediterranean, but new to an American market. Lien Design, of southern California, created a label that made the product look contemporary and unique, and with a bit of a boutique feel. The product is already a hit in the culinary circles in New York and will be in the major grocery stores later this year.
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Incrediwhip is an all-natural dessert topping created in San Diego, California. The challenge for Lien Design was to design a label for the packaging that was going to look all-natural, healthy, but more importantly, very delicious!
Top Game Sports Nutrition is a high-end line of powder supplements. They came to Lien Design, of San Diego California, to create a label design that was bold, eye-catching, strong and easy to shop in a wide range of competition.
Lien Design created a new line of Indian entreés for Zinetti Foods, that strong taste appeal and had dominant shelf presence in a competitive grocery store food aisle.
California Quivers ( https://californiaquivers.com ) is an innovative infused beverage company based in San Diego, California. Lien Design created a label design that was modern, clean and sophisticated so that it would blend in well with their high-end hotel clientele.
Lien Design was tasked with creating a booklet for The San Diego California Foundation, prominently conveying the organization’s mission and purpose. Playing off of the foundation’s innate sense of community, the Lien Design team created an informative and attractive brochure.
O2rganics is a premium, organic line of skincare products created in California by Marc Fraser. They needed a package design that looked natural, approachable and effective. Lien Design created the packaging design to have bold graphics and bright colors, to really give it pop on the shelves and stand out among a sea of products.
Serafin Juice is an organic, cold-pressed and delicious line of juices created and based in San Diego, California. They hired Lien Design to develop the bottle label design for their introduction into the market. The design that was created is modern, clean and simple, much like their juices that are free of GMOs and preservatives.
One of the top interior design firms in San Diego, California, Davis Ink has developed numerous high-end clubs and restaurants since their inception in 2002. With growing clout in a competitive marketplace, Davis Ink came to Lien Design to organize a brand that supported their unique style. Lien Design built their look from the ground up, including the logo, business cards, letterhead, envelopes, and overall brand guidelines that continue to keep the company’s equity strong.
The challenge for the new Guild Mortgage Company logo was to take a brand that had been around for decades and evolve the logo’s design, giving it a fresh new look while maintaining the stable brand heritage that its clients have trusted for years. Lien Design updated the logo to bring a new energy that was void in Guild’s previous brand platform, and the company continues to thrive in this ever-changing real estate market.
Toucoul is a smart new car accessory that securely clips onto any vehicle’s headrest. Lien Design designed a package that would look appropriate in an Apple store, but also had to pop next to a host of similar companies.
We did this by keeping the imagery clean and minimalistic, but then having a bright pop of color on the sides and logo, to separate it from the sea of white that the competition is using overall.
A housing development that prides itself on beautiful design and high-end residences, Hillcrest Estates hired Lien Design to design a logo that would appeal to a mature audience, as well as convey the sophistication of this upscale development.