Bland is a choice.

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.

More from the system coming soon.

Cool work 🔥

A good landing page shouldn’t make you work to understand it.

Been working on a new project where the goal was simple:

Make a complex product feel simple, clear, and easy to explore.

Less explaining. Less clutter. More visual hierarchy. A clearer path to the next step.

Still working through the details, but this one is coming together nicely.

Full case study soon.

This pairs well with the Hire Hangar screenshot because the design itself demonstrates the point—you don't need to reveal the whole project yet.

This is nice 👌