The Safety Pouch

Designing visibility and peace of mind for safer traffic stops.

Creative Direction

Branding

Design

The Safety Pouch was designed to reduce tension during traffic stops by keeping drivers’ hands visible and documents organized. Created by a young Black entrepreneur after witnessing the dangers of police interactions, the product quickly gained national attention for its simple yet life-saving purpose. At The Artoholiks, my team and I transformed that idea into a fully realized brand system — from logo and packaging to in-store signage — preparing The Safety Pouch for placement in major retailers like Target and Walmart.

Scope and Roles

Brand Identity, Content Strategy, Campaign Development, Photo & Video Production, Publication Design

Years

100%

Satisfaction

My Crew:

Senior Designer

Project Manager

Art Director

Stakeholders:

Founder

Marketing Manager

Problem:

Traffic stops remain one of the most dangerous and anxiety-inducing moments for both drivers and law enforcement — especially within the Black community.

Black drivers are 20% more likely to be stopped than white drivers (Essence).
77% of surveyed drivers report fear or anxiety during a stop (City of New Orleans Survey).
Many drivers panic or fumble for documents, which can escalate tension.

The Safety Pouch solved a real-world need — but to reach mass retail shelves, it needed a brand identity and packaging system that communicated safety, trust, and purpose without evoking fear.

Solution:

We built a bold, accessible visual language rooted in visibility, calm, and confidence.

Logo & Mark: Simplified typography paired with the product’s signature fluorescent orange — a universal color for safety and visibility.
Packaging: Clear, instructional layout showing how the pouch clips to a window, reducing movement and confusion during stops.
Signage & POP: In-store visuals positioned it as a “peace of mind” product rather than a panic response — blending lifestyle design with social impact.
Retail Readiness: Prepared the brand system for big-box store requirements — shelf visibility, barcode placement, SKU variation, and eco-packaging options.

Our design system allowed the founder to confidently pitch to national retailers with consistent storytelling and a market-ready presence.

Product

Packaging

Impact & Results:

National recognition in outlets such as Essence and Because of Them We Can.
Product adopted by police departments and driver-safety programs across several states.
Created a scalable retail system adaptable for Target, Walmart, and online marketplaces.
Elevated a grassroots invention into a symbol of safety, trust, and visibility for communities nationwide.