Because this was a true ground-up project, the process began with research and early strategic thinking—understanding the market, positioning, and how the brand could differentiate itself in a crowded space. From there, the work moved into developing a cohesive visual identity, including logo design, packaging direction, and a system that could extend across all marketing touchpoints.

Having visibility into every stage of the process allowed for more intentional decision-making, ensuring that each element felt connected rather than pieced together. That level of involvement also meant I became deeply invested in the outcome, shaping a brand that feels both distinct and cohesive while supporting a strong launch presence.