Create Partnerships

Design has the power to

Get the Dos Equis story

Create Brands

from the ground up

Design has the power to

Get the Bolthouse story

Make a Splash

in your aisle

Design has the power to

Get the MilkWise story

Create an

Innovative Identity

Design has the power to

Get the PhelTex story

Elevate a Brand

into a new tier

Design has the power to

Get the Steep by Bigelow story


At HMSDesign we believe package design has the
power to capture consumer’s attention and help grow brands.
For over 20 years our work has helped small startups &
major corporations do exactly this.



How can we help power your brand?





Design is not a beauty contest.
Great design is created from good insights,
direction, leadership and experience.
Everything we do starts with, and circles
back to, the consumer.

— Hugh Montgomery, Principal


At HMSDesign, we are results-driven.

Our mission is to help our clients create a distinct brand ethos that
will engage consumers and deliver measurable results.


Simply put, we are focused on:

the brand.

Making that distinction
drive sales.

Having fun
doing it.


 To us, it’s that simple.


Our Capabilities

HMS Design


Food & Beverage
Beer & Spirits
Tools & Auto
Pharma & HBA
Pro Bono


Insights & Brand Strategy

New Product Launches
Design Optimization
POP Materials
Corporate Identity

HMS Design

Our Team

Great design is created from good insights, direction, leadership and experience.
Our team is seasoned, professional, creative and innovative. Exposure to a broad range of categories has made us experts in understanding the consumer as well as designing to a wide variety of printing and manufacturing processes.

We’ve done this before and we’ll work closely with you through each
step of the process to make it a great partnership experience.

Hugh Montgomery


Hugh Montgomery founded HMSDesign in 1992. He has over 30 years of experience in the field of strategic brand positioning and package design.

Some of his most notable projects include helping build Bolthouse Farms Juice Division from NPL to $241MM in sales and ultimately purchased by Campbell’s for $1.5B; developing corporate identity for independence technology, a Johnson & Johnson Company; and redesigning and helping to launch over 25 products for beverage brands, including Dos Equis, Tecate, Rolling Rock and Labatt’s.

When not building brands, Hugh enjoys spending time with his 2 children, windsurfing and playing the guitar.

Hugh Montgomery

Hugh Montgomery

Creative Director

Bringing over 20 years of consumer branding experience to the table, Patrick provides creative services and account management leadership — overseeing creative processes & operations. Over his career, Patrick has lead the creative initiatives for a wide array clients including Big Heart Pet Brands, ConAgra Foods, Dr. Pepper Snapple Group, Heineken, Kimberly-Clark, Radio Shack, and The Scotts Miracle-Gro Company on projects ranging from packaging, brand strategy, corporate identity, new product innovations, retail & print advertisements.

Away from the design world, Patrick enjoys riding roller coasters with his wife and 2 daughters, rooting for the New York Yankees & Washington Redskins, and homebrewing delicious craft beer.

Patrick Sullivan

Callie Sullivan

VP Sales

Callie brings a high level of sales process expertise as well as a razor sharp editing ability which benefits not only our company – but our clients as well. Whether working with big names or small startups, Callie loves to watch HMSDesign’s work sell products.

Prior to HMSDesign, Callie worked at Westwood Press, Inc. an educational publisher where she was Sales Director for 17 years. She was also VP of Sales at CCG Group, a sales and management consulting firm, and director of New Business Development at Einstein and Sandom, an interactive advertising agency.

Callie is a mother of 3 teenagers who stays sane by gardening, reading and practicing yoga. Wine tasting is also one of her therapies.

Callie Sullivan


Over the past two decades we have designed solutions that
continually deliver for our clients. We do this because we are a midsize firm
and you get the full attention of everybody on staff.

There is no “B” team here! Just aces.