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• 1d
• 9h
Thanks!
I would say it varies from project to project... Sometimes ideas come immediately and other times it takes a while to find...
I spend the most time in steps 2 and 3. If I had to pick one... Step 3.
Nice!
• 9h
Thank you 😊
• 9h
The photo in step 1 is of the Sawtooth Mountains in Idaho. It is a beautiful place that I've visited a handful of times.
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Concept exploration for Crown, part of the my full process
Strategy and positioning lock first
Then logo
Then the identity system
Then full delivery
Every phase is decided before the next one starts
• Sep 2
Great work
A few highlights from part of my fav projects I’ve worked on over the past few years. Some of them are brand identity, some websites+brand identity products.
Different industries and different stages, but the goal was always the same: build crispy, flexible visual systems that scale cleanly from screens to physical materials.
Watching the best design of the day.
I built the Smooch brand from the ground up, strategy, identity, wordmark, colour world. The can was the last piece, the moment it finally became something real.
The brief: a packaging system that scales. One hero flavour today, a full range tomorrow, no rebuild required.
First problem, the logo. Smooch's bold wordmark has a curve underneath it that dies at full width on a can, and angling it across felt gimmicky, not confident. So I turned it vertical instead, running the full height, full scale.
Colour had to carry the brand and split the flavours at once. Deep burgundy anchors it, red punches through the wordmark, and each flavour gets its own accent, blush, gold, peach.
No fruit photography. Instead, a graphic starburst holding a simple illustrated fruit, ownable and ready for whatever flavour comes next.
The back label carried ingredients, actives, and every mandatory without losing the premium tone.
Going vertical also quietly solved the shelf problem: cans sit in a fridge door at a slight angle and a horizontal wordmark rotates out of legibility, whereas a full-height one still reads from either side. Curious whether the starburst has a fixed point count across flavours or...