Located in Miami Beach, Airmail was Sourced Craft Cocktails' first brick and mortar concept. I was granted the opportunity to build its branding from the ground up. I worked with my team to build a moody, tropical cocktail lounge with a hint of Cuban nostalgia (in a food hall, of all places!). From its mission statement to its physical aesthetics to its rotating menu, I was able to contribute and develop my passion for high level branding with Airmail.
While working with Kashmere Kollections (a branch of 310 Nutrition), I had the opportunity to present a new, crisp brand refresh using this mood board. I incorporated a similar color palette to their original for a gentler transition. I also added more youthful, vibrant imagery, cut out animation and faux iPhone notifications, Google search bars, etc. to attract a younger audience.
As part of my application for Senior Brand Designer with Postcard Cabins (formerly Getaway), I took it upon myself to put together a conceptual brand refresh deck that outlined my vision for how to develop brand personality and revitalize an already large fanbase. To skew toward a greater Gen Z audience, I pitched Polaroid, vintage-style high flash photography, '90s reminiscent merch and emphasis on unplugging from the digital zeitgeist (one of PC's main tenants).
This mood board is totally conceptual. When reviewing Eberjey's current branding, I felt that, especially for a pajama brand, imagery and overall look + feel were lacking comfortability and a sense of attainability. I found myself wishing the brand were more organic. With the understanding that the product is luxurious, high quality and intentionally "buttoned up", I created a branding strategy that incorporated more relaxed photography, greater diversity in models and colors/elements that conveyed warmth.