CASE STUDY.
Category Positioning
THE CHALLENGE
For Yobiome, I had the opportunity to build a new functional-yogurt brand from a blank page: positioning, identity, packaging and product architecture. The challenge was defining a category position distinctive enough to move beyond conventional probiotic yogurt.
THE WORK
Brand Strategy
Packaging
Identity
AI Design
THREE POINTS OF DIFFERENCE
I focused the work around three attributes that could separate the brand from conventional probiotic yogurt: 1) microbiome-specific benefits 2) science-backed probiotics and 3) regenerative A2/A2 yogurt.
THE SOLUTION
MAKE THE MICROBIOME THE BRAND HERO.
The positioning led to a simple visual idea: make the microbiome itself the most ownable part of Yobiome.
I built the product architecture around distinct microbiome visualizations for Her, Restore and Energy, giving each benefit territory its own color, visual cue and packaging expression.
The goal wasn’t to create yet another A2/A2 yogurt. It was to bring science and probiotics to a functional food space ready for disruption.
CASE STUDY.
CREATING A NEW BRAND
THE CHALLENGE
Starting from a blank page, I developed the Cofaqtor brand from the ground up, including naming, positioning, identity, and the foundation for a scalable product system.
THE WORK
Brand Strategy
Packaging
Identity
AI Design
CASE STUDY.
THE CHALLENGE
Brand PROFILE
For Nextday Wellness, the work was about turning an early-stage wellness concept into a more defined brand direction.
I created brand pathways to clarify how the brand should look, sound, behave and connect with consumers, using those pathways to make the strategy tangible before moving into full creative development.
I like to start with a classic brand wheel, and go from there.
THE WORK
Brand Strategy
Brand Pathways
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My first step is to always build out strategic brand pathways. Consumer archetype and creative direction are key at any stage for shaping brand, translating ideas into a clear personality, positioning framework and visual territory built to guide future identity and packaging development.
From the archetype, I built out the brand’s operating personality of who we are: its purpose, point of view, behavior and ambition.
This gave Nextday a consistent filter for how the brand should communicate, create products and ultimately show up for consumers.
The plan was to give the project a simple creative roadmap: first define the strategic framework, then build a memorable and ownable personality, and finally translate that thinking into a visual system designed to stand out.
From there, I developed The Optimist archetype as the core brand personality, built around the idea that the way you care for yourself today shapes how you feel tomorrow.
That became the foundation for the brand’s purpose, tone and consumer-facing mindset. Aspiring to make your next day your best day.
The strategy then became a visual filter. I defined a direction built around bright pastels, bold typography and radiant energy, giving the brand a distinctive creative territory to guide future identity and packaging development.