Chris Edington
Creative director and brand strategist for founders.
New to Contra
Chris is ready for their next project!
Some brands are built around a logo. MCHN was built around a man. Nick Lavery — Green Beret, above-the-knee amputee, the first Special Forces operator to return to combat after that kind of loss — didn't start a fitness company. He built a philosophy. My role was to extend that philosophy into something new: Readiness. A sub-brand built from nothing, designed to carry the same weight as the name it lived under.
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Käre is a better-for-you food brand spanning overnight oats, protein bars, ready-made meals, and soups. The challenge was building a packaging system flexible enough to work across wildly different product categories while keeping the brand instantly recognizable at shelf.
The result is a cohesive identity that scales. Bold typography, appetite-driven photography, and a color-coded flavor architecture that lets each SKU stand on its own without losing the family feel. From pouches to trays to bars, every touchpoint says Käre before it says anything else.
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Gamblin Golf came to me with a brand concept as bold as the game they were building. I developed a full visual identity that leans into the irreverence of on-course betting culture, vintage-coded, confident, and unapologetically fun. From packaging to campaign creative, everything was built to feel like it belonged in a 1980s country club and a modern golf bag at the same time.
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What started as a freelance branding project became something much bigger. Island Brands came to me with nothing but an idea and an ambition to own the Charleston, SC beer market (and beyond). No brand. No identity. No playbook. Just a vision of sun, salt, and something worth cracking open.
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