Brand + Systems
Creative direction, identity design, and end-to-end execution across digital and physical experiences.
This work focuses on building cohesive brand systems — combining visual identity, messaging, and user experience into intentional creative frameworks. Each project emphasizes clarity, continuity, and real-world application.
Rocks Tequila™ —
Concept Campaign
ROCKS is a modern tequila brand concept built around ritual, restraint, and quiet luxury.
I developed the full creative direction — including brand identity, bottle design, visual language, and experiential concept — focusing on minimalism, presence, and elevated drinking culture. The brand reimagines tequila beyond party aesthetics, positioning it as a refined, intentional experience.
The project explores product storytelling through tactile design, cinematic imagery, and ritual-driven moments, creating a premium spirits concept designed for contemporary hospitality, high-end retail, and lifestyle-driven consumers.
Scope: Brand Identity, Product Design Direction, Visual Systems, Concept Development
Paper Vodka™ —Concept Campaign
ROCKS is a premium tequila concept centered on simplicity, ritual, and contemporary luxury.
Designed as a modular visual ecosystem, the brand pairs sculptural bottle design with cinematic imagery and short-form motion, allowing the identity to scale effortlessly across ecommerce, social, and campaign touchpoints.
This project explores how AI-assisted creative direction can accelerate concept-to-campaign workflows while preserving strong brand tone, product clarity, and emotional resonance.
Scope: Creative Direction, AI Art Direction, Product Concept, Visual Systems, Digital Campaign Assets
Sky Mints™ —
Concept
Campaign
Sky Mints is a functional confectionery concept designed at the intersection of wellness and everyday ritual.
I developed the brand system from concept through visual direction, creating a modern mint line infused with botanicals and adaptogens to support mood, calm, and clarity. The project explores elevated packaging, ingredient-forward storytelling, and retail-ready product architecture — positioning Sky Mints as a lifestyle wellness brand rather than traditional candy.
Designed for contemporary retail environments, Sky Mints blends clean aesthetics with functional benefits, offering an approachable entry point into daily self-care.
Scope: Creative Direction, Brand Identity, Product Concept Development, Visual Systems
Hair Hab®
A holistic hair wellness brand built from concept to execution.
Built HairHab as a complete brand system — developing product identity, visual language, e-commerce experience, and content direction. The project focused on clean aesthetic systems, customer education, and scalable brand structure across physical products and digital touchpoints.
Scope: Brand Identity, Product Design Direction, E-commerce Setup, Visual Systems
CauliPop™ — Concept
Campaign
Caulipop is a better-for-you popcorn concept designed to reimagine everyday snacking through a wellness-forward lens.
I developed the brand from concept through visual direction, creating a playful yet elevated product identity centered on cauliflower-forward ingredients and clean labeling. The project explores modern snack branding, bold packaging systems, and ingredient-led storytelling — positioning Caulipop at the intersection of functional food and lifestyle design.
The concept focuses on approachable health, retail-ready visuals, and lighthearted branding to make nutritious snacking feel accessible, modern, and fun.
Scope: Creative Direction, Brand Identity, Product Concept Development, Visual Systems
Pretty Nutty —
Concept
Campaign
A semi-realistic character-led creative concept exploring how playful storytelling can increase product memorability and emotional connection in ecommerce environments.
Built as a modular visual system combining stylized product imagery with short-form video moments, designed to translate seamlessly across social, paid media, and product detail pages.
The concept demonstrates how AI-assisted art direction can rapidly generate campaign-ready creative while maintaining strong brand tone and visual consistency.
Scope: Creative Direction, AI Art Direction, Product Storytelling, Social Video, Digital Visual System
