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ADVIZE is a modern snack gum brand designed for people who want more than just flavor from a small daily habit. The idea behind the brand is simple. Turn something ordinary like chewing gum into a moment of focus, energy, and self expression. Instead of loud packaging, ADVIZE relies on bold typography, clean space, and abstract visual environments to communicate its attitude and mindset.
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Super cool!
As part of a creative brief, I developed the branding and menu design for BGL 🥯, a modern bagel bar concept where customers can build their own combinations from a wide range of ingredients.
The goal was to create a visual identity that felt flexible, approachable and playful, reflecting the customizable nature of the experience.
To support this, I designed an illustrated bagel mascot, experimenting with a more expressive and unconventional style compared to my usual work.
This project was a great opportunity to explore a lighter, more character-driven direction while maintaining a clear and cohesive design system.
This looks clean and well thought out. How long did it take you to bring everything together?
The fastest way to know your brand is broken isn't a survey. It's listening to your sales team's first 30 seconds on a call.
If they're saying anything that contradicts the homepage, the brand is already losing deals.
I worked with a B2B platform last year where the founder kept apologizing on calls: "ignore the website, it's a bit out of date." Eight months out of date, in fact. They'd repositioned, moved upmarket, added a second product. The site was still selling to the company they used to be.
The "rebrand" they thought they needed was a homepage that didn't make their own sales team flinch.
We killed the identity scope mid-project. Locked the positioning. Rewrote the narrative around the new buyer. Rebuilt the homepage and one product page in Framer. Tuned the existing visual system to match.
Three weeks of work. The apology disappeared from sales calls. The "rebrand" conversation went with it.
Most brand problems aren't brand problems. They're surface problems wearing a brand costume. And the surface that lies loudest is almost always the one your sales team is trying to hide.
Looks great
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