Design has the power to

Create an

Innovative Identity

Get the PhelTex story

Design has the power to


the category

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Design has the power to



Get the Dos Equis story

Design has the power to


Taste and Health

Get the Bigelow story

Design has the power to

Make a Splash

in your aisle

Get the MilkWise story

Design has the power to

Elevate Brands

into a new tier

Get the Steep by Bigelow story

Design has the power to


the Everyday

Get the Baileys story

Design has the power to

Create Brands

from the ground up

Get the Bolthouse 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:

Your Brand

Improving &
Driving Sales

Having Fun
Doing It


 To us, it’s that simple.


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


Elle joined HMSDesign in February 2017, taking on the newly created position of Chief Executive Officer (CEO). She’s been partnering closely with Hugh to broaden the company’s portfolio of business and expand into the future. With extensive global design acumen, Elle was most recently President of the Americas for New York based Elmwood Design, an international brand design consultancy. Prior to her leadership at Elmwood, Elle was Vice President and Managing Director of Key Global Accounts at LPK, the world’s largest independent brand design agency. Over the course of 15 years at LPK, Elle spearheaded some of the world’s most beloved brands on a global leadership level, including Herbal Essences, Gillette, Pantene and Olay. She was also responsible for LPK’s global Procter & Gamble business footprint, which included establishing and successfully running the LPK Singapore office. Elle has extensive experience in developing markets in Asia having participated in brand development throughout the region.

Elle Morris

Kelly Glotzer

VP Client Services

Kelly is a Client Services veteran with 15 years of Brand Strategy, Design and Shopper Marketing experience. Her knowledge is rich in category breadth – Food and Beverage, Spirits, Lawn and Garden, Men’s Grooming, Fine Wear Technology, Quick Serve Restaurant, Medical Device and Hospitality. Specifically, she has led brand design collaborations with notable global and national brands, including: PepsiCo; Dr Pepper Snapple Group; Bacardi Global Brands; Molson Canada; Nestlé; Scotts Miracle-Gro; Proctor & Gamble/The Art of Shaving; Wendy’s; HeartWare; and InterContinental Hotels Group.

Beyond brand building, Kelly enjoys spending time with her husband, Ben, their 2-year-old daughter, Ella, and their Labradoodle, Charlie (who is essentially a Toddler dressed in a dog costume).

Kelly Glotzer

Callie Sullivan

VP of Marketing

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.