Pinch is a concept brand for a mid-high salt line made to live on the counter, not in the cupboard. Five flavors, five two-color tins, one refillable keepsake people leave next to the bar cart.
I built the full identity: wordmark, lid lockups, hand-stamped pattern system, tone of voice, and art direction.
What do you get when you combine photography and painting?
This weekend I used Midjourney to explore a visual direction that blends painted flowers into a photorealistic scene, bringing the two mediums together into something slightly surreal.