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 🔥

For Vetti, a pet-health startup, our team made orange the signature colour and kept it out of the product’s data states. Orange could carry the brand in a campaign. Inside the product, the colour attached to a score needed its own meaning. Using the same colour for recognition and an alert would ask someone to work out which job it was doing. So the guidelines gave the data palette a separate role. Scores came with plain-language states, and the alert-copy rule was to state the observation, then give the next step. Those decisions belong together. A calm sentence can be undermined by a colour treatment that suggests urgency. If you’re reviewing an identity for a product, put a marketing layout beside a screen that communicates status. Ask what each colour means in each place.

This is beautiful work, and the orange colour choice was a good one, it really ties it all together ♥️