Courtney Gayer
Q What do you do?
“I’m a designer and illustrator specializing in food, beverage, and lifestyle brands. I create custom illustrations and vibrant, dynamic designs that resonate with the audience and stand out on the shelf.”
Q What steps did you take to get to where you are now?
I’ve always been an artistic person, but I took a practical route and studied soil science and hydrology. That scientific background taught me how to think strategically and analyze outcomes—skills I still use to make smart, effective design choices.
My degree led me to the wine industry, where I spent my spare time designing labels for friends in the field. I fell in love with the process and dove in headfirst, teaching myself everything I could about design.
Now, I’m a full-time freelancer working across industries like food, nonprofits, therapy, engineering, and more. I specialize in CPG, creating bold packaging, engaging branding, dynamic websites, and attention-grabbing ads that help brands stand out and connect with their audience.
Q How do you stand out in your field?
I stand out by approaching every project with curiosity and a drive to create something uniquely impactful. I’m not interested in cookie-cutter solutions—I work closely with brands to craft designs that feel fresh, exciting, and tailored to their vision.
My self-taught background fuels my passion for learning and experimentation. I’m always eager to explore new ideas, collaborate with clients, and push creative boundaries to help brands stand out in a way that feels authentic and approachable.
Q What are you working on right now?
Right now, I’m working with a few long-time clients who value the importance of evolving their branding, and we’re working together to keep things fresh and engaging. I’ve been focusing on the small but meaningful details—tweaking hex colors, perfecting kerning, and experimenting with unexpected color combinations that reinforce the brand’s tone and tie everything together. I’m also planning out the visuals for some upcoming seasonal campaigns, ensuring they align with the brand’s identity while bringing in new energy.
On the personal side, I’m constantly playing with my illustration style, learning how to animate, and exploring tintype photography.
Q What’s your style?
I co-own a natural wine brand called Aquila Cellars, based in the high-desert western slope of Colorado. It’s a project that bridges my two passions and reflects both my creative taste and obsession with hand lettering.
During peak seasons, I’d spend my days in the cellar, fully immersed in winemaking, and my nights designing labels to ensure every detail felt authentic and true to the wines. My role spans everything from managing email inboxes to navigating label approvals with regulatory agencies, coordinating with printers, and directing photoshoots.
Aquila Cellars is a true reflection of how I approach my work—rooted in intention, collaboration, and a commitment to bringing a vision to life.
Q Out of all your slashies, which one do you wish you could do more often?
I love working in CPG—it fascinates me how quickly it moves and how it reflects our changing worldviews. While I’ve enjoyed the work I’ve done in other industries, I find the most satisfaction and creative freedom in food and beverage. There’s something incredibly rewarding about seeing my work take a tangible form, whether it’s packaging, car wraps, or billboards. I’m excited to continue exploring this space and pushing the boundaries of what’s possible in CPG.
Q What is frustrating you right now?
Right now, what’s most frustrating is balancing creative work with the administrative tasks that come with freelancing. Bookkeeping, endless email threads, and other logistical details often land at the bottom of my to-do list but still demand attention. Switching gears between creative and administrative work can make it hard to stay in the flow, but I’m always finding ways to streamline and prioritize so I can spend more time doing what I love.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Probably handle invoicing and tracking receipts. If they could also keep my subscription services in check, I might finally feel like I have my life together.
Q What do you wish you could have told yourself, when, and why?
I’d go back to my college years and tell myself that it’s okay to follow what truly excites you, even if it doesn’t feel practical at the time. I spent so much energy trying to make science fit because it seemed like the safer choice, even though it never felt quite right. I wish I could have told myself that design was an option—that creativity could take so many forms beyond traditional art, and that it was a path I was more than ready to explore.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’d love to talk to an animator to learn more about their process. Animation has a way of adding so much depth to design, and I often feel my work could be pushed further with more movement and complexity. I’m curious about how they approach their work and what it takes to create something that feels seamless and engaging.
Q What kind of opportunities/projects are you looking for?
I’m looking for freelance or long-term contract opportunities in the CPG space, especially projects that fit with my style. I enjoy working with clients who value thoughtful, impactful design and are open to pushing creative boundaries to make their brand stand out.
Q Describe your ideal job/client/collaboration.
I’d love to work with an emerging brand starting with a clean slate. Building a cohesive visual identity that works effortlessly across email, social, website, and print is one of my favorite ways to work.
I can bring bold, fun energy to a brand, but I also know when to dial it back. To me, great branding isn’t just about catching attention—it’s about creating something timeless that feels as relevant years from now as it does today, with ample room to grow and evolve.
The wellness CPG space is especially exciting to me right now, but I’d also love to partner with a food or beverage brand ready to create something memorable.
Q: What is your rate?
My hourly rate typically starts at $75, but I’m happy to discuss project-based pricing depending on the scope and needs. I enjoy working with a range of clients, from established brands to solopreneurs, and I’m open to finding solutions that work for both of us.
Q How should someone approach you about working together?
To get in touch about working together, please email me with timeline details, a brief description of your project, and why you think we’d be a good fit. You can reach me at gourtneycayer@gmail.com or find a contact for on my portfolio site, www.courtneycgayer.com.
Q Who is a creative you admire?
Badal Patel is an inspiration and i've had the pleasure of working with brands she's created systems for!
Q Oh! and… how do you stay creative?
Peruse Goodwill for weird vintage packaging!
This member profile was originally published in January 2025.