My Work

Simba turned ten and launched its wildest beer yet, in the same breath. A stamp-inspired anniversary identity and an art-directed product shoot, built to say the same thing two different ways: this is a brand that knows exactly who it is.

As a full time in-house designer at Zigzag Vodka, a brand built on ‘never walking straight,’ I did work that didn’t either. A bar system now at hundreds of activations, a 3D video campaign, and AI-built content that gave the brand’s world somewhere new to show up. At Zigzag, we were always finding unconventional ways of showing up.

A merch collection built on the idea that brand visibility should come from taste, not obligation. The 2025 refresh of Simba Beer’s identity meant the existing merch no longer matched the brand it was supposed to represent. This project replaced it with an illustration language people would want to wear whether or not they knew what Simba was.

A sustainability system built to be checked, not just believed. A hang tag that opens into a full digital record: carbon data, craft process, the artisans behind the piece. Designed and shipped independently, and used in production for years.

What do an American heritage fashion house and an Indian soap bar have in common? More than it seems. Both sell an idea of family as much as a product. A speculative five-look collection, hand-drawn stripes and all, built to find the common ground between them.