Selected work

Proof, not decoration.

Identity systems built to help food, hospitality, retail, retreat, and product-led brands launch with more clarity and confidence.

Bakery / hospitality

Baguette

A French bakery identity shaped to feel trusted from day one, with a system built for the daily customer journey.

Business job: make a new bakery feel established.System: naming, identity, packaging, menu, storefront cues.Effect: warmth, recognition, and confidence at every touchpoint.

Naming
Brand strategy
Visual identity
Packaging

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Food and beverage

Finesse

A premium ice cream identity built to move between retail shelves, store menus, seasonal campaigns, and everyday purchase moments.

Business job: elevate a familiar category.System: packaging, menus, poster behavior, launch visuals.Effect: a more confident premium retail presence.

Visual identity
Packaging
Menus
Campaign creative

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Retreat / place brand

Saica Hut

A tiny-house retreat identity rooted in simple living, quiet rituals, and the feeling of stepping out of noise.

Business job: make a small stay feel intentional.System: name, atmosphere, practical objects, art direction.Effect: a calmer, more memorable guest experience.

Naming
Brand strategy
Visual identity
Touchpoint art direction

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Accommodation

Panoramic

A guest-house identity extended into premium in-room details, amenities, and brand objects.

Business job: increase perceived care in the guest experience.System: hospitality touchpoints and branded applications.

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Panoramic premium shower gel application

Pastry / retail

Redwood

An urban pastry brand shaped for storefront recognition, delivery behavior, and merchandise with street-level presence.

Business job: make the shop easier to spot and remember.System: facade, apparel, delivery-ready brand cues.

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