Part of the Mars Wrigley family, Ethel M Chocolates is a Las Vegas icon. Founded on Ethel Mars’ original recipes, the brand became a city staple, known for its artisanal confections, nostalgic holiday catalogs, and its legendary cactus garden that draws thousands during the Christmas season.

When the brand introduced updated packaging, I led the creative that brought that change to life across every touchpoint. From developing a new catalog of imagery, including the product photography featured on select packaging, to reimagining the holiday catalog and redesigning the website, every piece was designed to honor the brand’s legacy while inviting a new generation in.

I also oversaw the creative direction for a new video series with the brand’s master chocolatier, “Flavor of the Month”, bringing craftsmanship and storytelling together in a fresh, engaging format. Seasonal and social campaigns extended the updated tone across platforms, while new visual content around the lighting of the cactus garden brought a renewed energy to one of the city’s most beloved traditions.