selected work
Independent brands cutting through noisy categories.
Positioning, visual direction and social strategy built as one brand world, from cultural insight up.
A feminine lifestyle brand in a masculine category
In the saturated UK nicotine pouch market, dominated by functional and masculine category codes, we built SLAY using the conventions of beauty and lifestyle brands.
The positioning drew on the cultural tensions around modern femininity, between confidence and judgment, self-expression and stigma, to create meaningful differentiation and emotional resonance.
ResultExceptional relevance, differentiation and trial intent. Among current nicotine pouch users, 85% said SLAY appealed to them, 96% agreed it was a brand for people like them, 80% saw it as different from other brands and 87% were interested in trying it.
Brand positioning · Visual direction · Brand book
From niche craft beer to a category of its own
In a category shaped by exclusivity, connoisseurship and niche appeal, we positioned HUBRIS as the new classic: quality beer for a broader audience, without mass-market sameness.
Reframing craft from something exclusive into something contemporary, accessible and culturally relevant gave the brand space beyond the usual codes of the category.
ResultRapid commercial growth, broad national awareness and its own branded venue within two years.
Brand positioning · Visual identity direction
From sustainability claim to cultural capital
In one of the world’s most saturated categories, sustainability had become expected, not distinctive.
We turned ALMA’s zero-waste production model into a broader proposition about preservation: of material value, craftsmanship, culture and meaning. It gave the brand a reason to matter beyond its environmental credentials and an ownable narrative for international growth.
ResultThe repositioning supported ALMA’s international expansion, including Milan Fashion Week and a Paris pop-up, and helped create the conditions for an investor exit within five years.
Brand repositioning · Visual identity direction · Brand book · Sales materials
From natural skincare to cultural authority
In a beauty category full of interchangeable natural claims, we turned Ashanti Cosmetics’ African heritage from a background story into the brand’s central source of distinction.
The strategy built an ownable narrative around African beauty knowledge, ingredients and cultural identity, giving the brand authority beyond product efficacy alone.
ResultThe repositioning supported the move from DTC into the brand’s first physical retail space, selection for an Amazon talent program and international media visibility for the founder.
Brand positioning · Visual direction · Messaging strategy · Brand book
Other highlights
Agency and established-brand experience.
Alongside these, many brand-building projects, from stakeholder alignment, interviews and workshops to brand identity development with designers and design agencies. Plus integrated communications and social media strategies, creative strategy, campaign development, consumer activations and brand experience design.
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