info
Range
Media Naranja
Client: Criollo de Oaxaca
2026
I asked what the feeling should be and what their objectives were: a lively, exciting bottle. Then I asked how wild I could take it, and they told me to go as far as I wanted.
So I pushed brush lettering deep into psychedelic abstraction, giving the client multiple directions for layout and color. As we talked about in our meeting, the client often wants to see the limit, then tacks back closer to the middle, which is exactly how this one went.
The final label is all hand-written script, each word chosen from multiple trials and stitched together digitally over an underlying grid and hierarchy. We kept it legible, but expressive.
Experimental Lettering Studies
Before
Maria, the first release in the line. Hand-written and traditional, this was the starting point the client wanted me to build from.
Destination Vintage
Client: DNO 2018
This leaned on my research-forward process, but pulled from the non-beautiful, slightly cringy recent design past: 90s tourist t-shirts.
Destination is set in two type treatments. The first is a distorted, stretched Times New Roman, with the first and last letters pulled below the baseline to frame the illustration. The second is a 1930s-style expressive display script that harkens back to early Florida tourism. Digging into the type specimens, I found an s-t ligature and an alternate terminal n, which I adapted and drew digitally.
For the rest of the iconography I kept it regional: a Crescent City moon in place of a generic sunset, and Louisiana palmettos in place of the usual palm trees.
Printed at local Risograph printer Constance.
Riso Color Separation: Black
Riso Color Separation: Pink
On the Fly
2018
A rebrand for On the Fly, a line of cocktail elixirs. The swallow signals speed and agility, and plays on the restaurant-and-bar term. Its body doubles as a coupe glass, splashing with a toast.
Pax Coffee
2017
A boutique coffee shop and community space on Claiborne Avenue in New Orleans. Pax means peace in Latin, so we built a geometric peace sign inspired by 1960s Japanese minimalist icons, with three dots at the center standing in for coffee beans.
An example of adapting to in-house printing systems. They wrote all their menus and documents in Microsoft Word, which isn't built for vector art. So I took the icon, logotype, and lockup and made a dingbats typeface, letting them print in-house with vector precision.
Cheramie Rum
2021
Initially the labels featured sharp, geometric abstractions of interwoven cane leaves. When the client moved to a plain color for the final label, that left room for an icon to carry the identity, so we drew one that folded the jagged geometry into a dual-meaning mark.
It reads two ways: as a tarot-inspired star and sun, and as an abstraction of the roller mills used to crush fresh sugarcane into the juice that's the base of rhum agricole.
Court 13 Arts
2024
A New Orleans film and arts collective, born out of collaborative, DIY filmmaking.
The mark works as both a physical representation of a designer's tools and process and a symbolic one, standing for the collective action of filmmaking and an aperture coming into focus. Filmmaking is hands-on, so I drew the mark by hand and then digitized it: concentric circles, imperfect and slightly misregistered, focusing on a central point. The accumulation of lines builds a shared form.