DONNA CHENG DESIGN

Hi!

I’m Donna and I’ve been a design voice of the DTC CPG industry for over a decade and counting!

I’ve spent my career working at the intersection of brand, product, and design, where decisions are often constrained by retail realities, regulation, and scale.

That experience has shaped how I approach creative direction today:
with structure, restraint, and a strong point of view.

My Approach

I partner closely with founders, brand teams, and growing businesses who value thoughtful storytelling, strong visual systems, and creative clarity at moments of launch, growth,
or repositioning.

Together we establish clarity to define what matters, what holds, and what can evolve. Followed with precise articulation and creation of the visual direction for key brand moments, launches, or campaigns.

I value thoughtful collaboration, long-term brand equity, and work that feels intentional rather than reactive. My aim is not to add noise to an already overwhelming market, but to help brands tell their story clearly and confidently, whenever and wherever it needs to show up.

HOW I WORK

Clarify
& Define

Articulate
& Create

Activate
& Scale

Narrative-led visuals.
Grounded design systems.

My Capabilities

WHAT I CAN HELP WITH

  • Leading and shaping creative direction across brand and marketing touchpoints, translating intent into cohesive visual systems.

    • Art direction and visual system development

    • Creative oversight across brand, product, and content

    • Visual cohesion and consistency across touchpoints

    • Direction for collaborators, partners, and production teams

  • Hands-on design and execution to bring concepts to life with clarity and craft.

    • Visual identity design

    • CPG packaging design, renders, and mockups

    • Digital assets for web, social, and marketing

    • Presentation design and data visualization

  • Supporting product launches and brand moments through thoughtful visual storytelling.

    • Visual direction for launches and campaign moments

    • Seasonal, retail, and brand marketing assets

    • Influencer kits, brand activations, and content toolkits

    • Creative support for marketing and growth initiatives

  • Helping shape brand stories that inform visual direction and creative decisions.

    • Narrative and concept development

    • Trend research, moodboarding, and storyboarding

    • Translating brand positioning into visual expression

  • Ensuring creative work is executed with care, clarity, and consistency.

    • Print and production readiness

    • Vendor coordination and quality control

    • File preparation and production support

Testiomonials

“Donna stood out as a lead designer during a comprehensive brand refresh, consistently delivering exceptional work grounded in strategic thinking and strong attention to detail. She had a rare ability to align creative vision with broader business objectives, bringing clarity and cohesion to complex projects.”

— Sandy Kim

Chief Brand & Creative Officer,
MAV Beauty Brands

“Donna brings together strong graphic design skills with mature marketing and branding knowledge. She doesn’t just create beautiful designs; she understands positioning, storytelling, and how packaging performs in the real market. Beyond execution, she has a holistic perspective — connecting packaging, branding, and campaign imagery into one cohesive story.”

PMP® Project Manager,
DECIEM (Previously Dempsey Beauty)

— Hsu-Tien Lee

“Donna developed strong creative concepts and followed through with clear, thoughtful art direction. She brought clarity to
the shoot process and elevated the final outcome. Working with her was seamless and collaborative.”

Marketing Lead
CPG & Consumer Health

— Barbara Urias