Concepts
Before a brand truly takes shape, I look into all the possibilities, from the what-ifs to the ideas that just might work. This early stage is where strategy and imagination come together. Here, I start shaping the brand’s voice, tone, and visual style, testing ideas to make sure they fit the business goals and creative direction.
Clusters for Peeled Snacks
I worked on creating concepts for a kid-focused sub-brand for Peeled Snacks. To start, I created moodboards to visualize how the new line might fit into three different style categories. I also tested flavor ideas and attribute callouts with focus groups, shaping a visual style that feels both playful and wholesome. The goal was to give parents confidence in the product and offer kids a snack they would be excited to choose.
TASTEFUL x NEXDINE
Tasteful was our concept for the senior dining program at NEXDINE. Our goal was to highlight how we serve seniors who have trouble swallowing and need specially prepared solid foods. We wanted to show that we go above and beyond to make meals interesting and dignified for our diners. Instead of serving soft blobby foods, we created dishes that look and taste appealing. Each visual paired a meal with its Tasteful version to show that we use real ingredients and care about presentation. I worked on the name, mood, and overall look to find the right mix of hospitality and luxury, always focusing on our seniors' needs.
Cafe Pop-ups for NEXDINE
Developed multiple concepts for themed culinary pop-up experiences within corporate and campus dining programs. After finalizing concepts, I designed easy-to-use templates for promotional materials so cafe managers could tailor them to their locations and create memorable dining experiences for guests