PO Box 1044
Penngrove, California, 94951
United States



Design Studio Petaluma, CA | Elu Creative Graphic Designer

We partnered with Tinker and Muse to develop a concept for their new brand Angry Principal, a collection of body glitter and hair products specifically created for tween girls in middle school and junior high. The brand was developed with a school theme in mind. Wit, humor and puns are interwoven throughout the brand story, product descriptions and design of the packaging. Clever product names such as “Not for lunch Hair Pudding” make the product line fun and engaging. The Angry Principal character makes her debut throughout the line of products, inspired by the “Wheres Waldo” story books where tweens search through the layers of chaos in the illustrative doodles to find her. The packaging is engaging, relatable, memorable, and perfect for any girl's school locker. 


  • Brand Strategy
  • Product Naming Strategy
  • Brand Identity
  • Logo
  • Packaging
  • Custom illustration
  • Typography
  • Marketing
  • Creative Direction

Elu Creative is located in the North Bay of the San Francisco Bay Area. We offer services in Brand Strategy, Brand Identity, and Brand Experiences such as logos, business stationary, packaging and websites.