Julie Lyrek

I’m a strategic designer and creative lead specializing in food and consumer packaged goods, with additional experience across fashion and kid-focused brands. My work focuses on translating consumer insight into clear, compelling, and commercially effective brand systems.

With experience spanning packaging architecture, line extensions, seasonal launches, retail activation, and integrated campaigns, I partner closely with creative directors, brand managers, and cross-functional teams to deliver work that is both strategically sound and visually distinctive.

In food and CPG, seconds matter. Shelf communication must balance appetite appeal, trust, clarity, and differentiation — all within a highly competitive environment. I approach every project with a deep understanding of hierarchy, brand discipline, and consumer behavior. I believe strong design is not decoration - it’s disciplined communication aligned with business objectives.

Beyond food, I’ve contributed to fashion and kid-focused brands, where emotional tone and storytelling become central. Across categories, my strength lies in identifying the underlying strategic opportunity and translating it into refined, effective design.

Through Lyrek Creative, I provide senior-level creative support for in-house teams navigating growth cycles, refreshes, and high-volume production initiatives.

Based in Minneapolis and open to remote, hybrid, or relocation opportunities.