STEVE SHREVE

PAOW!

DTC + Retail Expansion

Once the PAOW! brand was built, the next job was getting it ready to sell. I translated the identity into retail packaging, DTC storefronts, product pages, in-store support, and launch materials that helped move the product from foodservice into consumer channels.

Consumer Packaging

The retail packs had to explain the product fast, stand out on shelf, and give each flavor its own personality without breaking the larger system.

I built the packaging around bold color blocking, clear flavor cues, appetite-driven photography, and simple product benefits that made the line easier to shop.

A few details had extra meaning:

The “Not Just” Philly pouch used the official blue from the City of Philadelphia brand guidelines, while the Rotisserie pouch pulled from Mercedes-AMG Petronas F1 green, a nod to driver Lewis Hamilton and his outspoken plant-based lifestyle.

Production dieline showing package structure, copy layout, nutrition panel placement, and brand system details.
The two newest SKUs in the retail lineup.

Shopify DTC

The DTC store gave PAOW! a direct path to shoppers, sample buyers, and early fans.

I built the Shopify experience around simple navigation, product education, recipe inspiration, and clean shopping flows so customers could understand the product and buy without friction.

Shopify storefront and product pages built to support browsing, education, and direct-to-consumer sales.
My custom 6-pack cold shipper carton. Looks great on your doorstep and keeps the frozen product ice cold.

Retail expansion

As PAOW! moved into Sprouts, the work shifted from brand launch to retail execution.

I created and adapted packaging, sell-in visuals, digital support, product photography, and store-level materials to help the line show up clearly across shelf, ecommerce, demos, and sales conversations.

Sprouts retail support graphic connecting the PAOW! brand to in-store and ecommerce shopping moments.
In-store demo setup showing how PAOW! was presented to shoppers during retail launch support. I created a demo kit for each of our demo team members.
“Aprons”-style recipe cards for our retail products. Prepared product photography used to show menu versatility, texture, and real-world serving ideas.

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Cycle Werks Identity & Brand System

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About me

Hi, I’m Steve Shreve, a hands-on marketing and creative leader based in Hickory, NC. I build brands and run the marketing that grows them. Brand strategy, product launches, campaigns, and the sales tools that win new business. Design is part of how I do it, not the whole job.

Away from the screen, I’m usually outdoors with my family, hiking, camping, paddling, or chasing the next good road trip.

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© 2026 STEVE SHREVE

Made with ♥ in Hickory, NC

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