Concepts / 2024–2025

Brand concepts I've built for the fun of building.

Concepts are how I keep my thinking sharp. Each one is a small brand world: positioning, product direction, and creative pushed far enough to feel real.

Men's Haircare · Daily Ritual

CAYO

CAYO is a conceptual men's haircare brand built around a gap in the market for simple, effective styling products made with extremely minimal ingredients. Many existing products leave hair greasy, create buildup, or feed forehead breakouts. CAYO explores a cleaner, more lifestyle-driven alternative for men who want healthy-looking hair, natural hold, and something they can feel good about using every day.

Brand direction

Warm, sunlit palette rooted in ritual and coastline
Editorial typography that reads more magazine than grooming aisle
Product-forward photography, minimal props, real skin and hair
Copy that sounds like a friend, not a nutrition label

What I was exploring

How a functional men's grooming product can feel like a lifestyle object without leaning on the tired wellness aesthetic or the crowded masculine-grooming look.

Web

Premium Supplement · Ocean-Sourced

Wild Water Supps

Wild Water Supps is a conceptual supplement brand built around the overlooked potential of fish oil and cod liver oil. Despite their broad wellness benefits, the category is dominated by brands that feel clinical, dated, or hard to connect with. Wild Water explores what the category could look like with stronger branding, better storytelling, and a modern identity that makes a highly beneficial daily supplement feel relevant, desirable, and culturally interesting.

Brand direction

Deep seablue and wavecap white, ocean textures and reflected light
Forum and Recoleta serifs paired with Lato for a considered, editorial feel
Photography shot in and around water, not on a clinical seamless
Voice that treats the customer like an adult and skips the supplement hype

What I was exploring

A supplement brand that competes with premium lifestyle and outdoor brands on aesthetic, not with legacy wellness on shelf-talkers.

Product