Anna Callaway Jeffries
Brand & Packaging Design Consultant
I’m Anna Callaway Jeffries, a designer specializing in brand strategy and innovation, brand building and packaging with 9+ years of experience shaping CPG brands for global portfolios. I help bring clarity and consistency to packaging and brand systems through thoughtful, system-driven design that balances strategy, creativity, and real-world execution.
Design that works in the real world
My background is rooted in large-scale consumer brands, where design decisions must perform across portfolios, platforms, and markets. I approach every project holistically — considering brand strategy, visual systems, and execution — while maintaining a strong eye for detail.
I’ve led and contributed to brand redesigns, innovation initiatives, and packaging systems for household names, collaborating closely with cross-functional partners from concept through launch.
Areas of Focus
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Brand foundations, architecture, visual systems, and guidelines designed for clarity, consistency, and longevity.
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Primary and secondary packaging with a deep understanding of CPG constraints, shelf impact, and production realities.
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Early-stage thinking, innovation frameworks, and concept development that connect consumer insight to brand opportunity.
I’ve spent my career designing within complex brand ecosystems — working on both legacy brands and future-facing innovation. My work spans baby care, personal care, and health brands, with experience navigating regulated categories, internal review processes, and global brand standards.
