Chloe Cordover
Author · Other · Writer
Studios:The Dieline
In their own words
The easier it becomes to make things, the harder it becomes to make something that has depth.
AI tools streamline creation but often remove the layered decision-making that builds originality.
The real magic of it all is being in a massive convention center filled with people who speak the same language.
Thousands of people moving in every direction, like ants in a bed, each working toward their own goal but somehow creating a system that functions.
I don’t think anything can replace the creativity that comes from an IRL human who laughs, breathes, knows how to ride a bike, has a preference for aisle versus window seat, enjoys baked brie, or has actual lived experiences.
Articles & interviews
- Pirate’s Booty Rebrand Sparks Backlash Over Latest Packaging Refresh
The Dieline article by Chloe Cordover reports on Pirate’s Booty’s latest packaging refresh, which has sparked backlash among consumers. The piece notes the emotional reaction to the rebrand of the nostalgic snack brand, originally founded by Robert Ehrlich in 1987. The article frames the redesign as a major shift from the brand’s long-standing visual identity.
- When Do Brand Extensions Stop Making Sense?
Written by Chloe Cordover for The Dieline’s 'Shelf Life' newsletter, the article questions the logic behind recent brand extensions in the CPG space. It cites examples like Graza’s chips, David’s ice cream and cod, and Beyond Meat’s protein drink, suggesting that some brands may be expanding merely to stay relevant rather than to serve a coherent brand purpose.
- Warfield Spirits Built Its Identity From the Mountains Up
The article spotlights Chad Michael Studio’s packaging design for Warfield Spirits, which draws inspiration from the mountainous landscape of Sun Valley, Idaho. The design system integrates textured glass bottles and stone-inspired closures to reflect the brand’s origin and authenticity. It emphasizes how storytelling and materiality can elevate a spirits brand’s identity.