Based between San Francisco and New York, I design across brand identity, visual systems, and digital experience. My work is shaped by time at Apple, Vans, and an independent studio practice, and a background in architecture that still informs how I think about space, structure, and systems. The work changes. The thinking does not.
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Snug is a brand exploring a nicotine-free alternative to oral nicotine pouches. Grounded in a science-backed formulation of premium nootropics and natural adaptogens, the project examines how a lighter, more approachable visual language can support everyday focus and clarity—without nicotine or stimulants. Within this project, I developed a brand identity that challenges the conventions of the nicotine category. Through a custom wordmark and a more playful, approachable tone, I developed a system that feels inviting while challenging category expectations. The work spans packaging, 3D visualizations, and the creation of a cohesive visual language for Snug.
Wordmark Design
For the wordmark, I started with Mycena, a graffiti-inspired display typeface with soft, organic proportions. Set in its Black weight, the typeface’s rounded forms and compact structure provided an expressive foundation that aligned with Snug’s bold yet inviting character.
To refine the mark, I used the inner curve of the “u” as a modular unit, applying it as a spacing guide across the wordmark. This adjustment compressed the letterforms, tightening the overall rhythm and resulting in a custom wordmark that feels dense, intentional, and distinctly Snug.
Value Statement
Snug values intentional living, thoughtful design, and products that support people without creating dependency. The brand prioritizes clarity in both formulation and communication, balancing science-backed performance with an approachable, human-centered experience.
Flavors
An important part of Snug was to create a sense of familiarity in terms of flavors. Trying to eliminate nicotine is a challenge, so we created Mint and wintergreen to create a familiar flavor that you consistently see in gum. Mango was chosen as a sweeter alternative that isn’t too overpowering. For the coffee lovers who enjoy the taste but not the crash, I wanted to create a flavor for those fanatics.
Packaging System
The primary objective when it came to packaging was to create a playful alternative to nicotine pouch packaging. Nicotine pouches appeared mundane, devoid of expression, and evoked a sense of curating a generation that grew up with cigarettes. The challenge was to design something visually distinct yet clean, conveying a sense of liberation from nicotine.
A
dopting a system based on flavors proved to be the most effective approach. Colors that represent the flavors foster a stronger connection, and the clean, simple typography and visual elements used create an appealing design that encourages carrying and sharing.
Behind The Scenes
Using my knowledge of 3D, I created the pouch container with precise measurements in Rhino 3D and then set up a scene in Cinema 4D. My objective was to employ minimal lighting and utilize bounce lights to illuminate the space. I opted for a straightforward approach for the animations to ensure that the Snug packaging remains the primary focal point.