We saw this as a real opportunity – to capture the broader spirit of minimalist running, of moving through the world in a more stripped down, more spiritual, and ultimately more rewarding way. Armed with a handheld camera and a carload of running shoes, we set off into the Colorado woods with ultra-marathoner and minimalist devotee Anton Krupika; and over the course of 12 hours, captured this film, and the very essence of minimalist running.
In order to launch the New Balance Minimus shoe and convince retailers to stock up on the world's first minimal, bare foot inspired shoe we built a new brand that communicated it's philosophy in every aspect of communication. Since the Minimus is a minimal shoe, we created a minimal sales kit. Our brochure doesn't use ink, rather uses die cuts. We created a minimal Minimus language that doesn't use extra letters and we created the world's first minimal socks. All these elements were packed up in an air tight envelope and shipped to sales representative at various athletic stores. The Minimus teaser package was accompanied by a digital component explaining the science behind the shoe and a short form documentary explaining the minimalist philosophy.
Mucho Design Studio designed and developed a branding system and website that reflects the Frísco lifestyle and values, as well as its relationship with the city of San Francisco. For the site, the Mucho Design Studio assembled a team of international photographers and producers to capture the brand imagery and to show its versatility through creative cocktail recipes. With these assets, the site acts as a communications tool to connect Frísco to a community of mixologists and enthusiasts.
Frísco is a supremely sippable, clean, and flavorful spirit. Delicious on its own and supremely mixable, Frísco is a wholly new taste like nothing you’ve ever experienced. Learn more about Frísco at FriscoLiquor.com
Pono is a start up chocolate company based in Hawaii. With the mission to use local ingredients and share part the proceeded with charitable causes that will help impact the residence of the Hawaiian Islands.
I was asked to build a brand from scratch and provide the packaging for their first collection of chocolates. I also build their e-commerce website and art directed the product photoshoot with my long time friend and collaborator Nick Demilio . Everything turned out so nice their first batch sold out in just a few weeks. The company has since taken flight and we are currently working on the next collection of chocolates.
You should taste the chocolates for yourself.
Re-energizing Jim Beam – a bourbon with a bold 220-year history, but a shrinking market share, an undefined image, and little brand loyalty beyond its mostly Southern fan base.
Plus, Beam had a well-deserved inferiority complex vs. market leader Jack Daniels. To order a Jim Beam while everyone else is calling out for the much sexier “Jack and Coke” – well, that’s a bold choice. Jim Beam needed something big and talk-worthy. They needed to get their confidence back. They needed an idea they could stick with for the next 10 years.
After year one of working with us, Jim Beam experienced positive sales growth for the first time in 20 years.
B-Bot is an avatar maker created in collaboration with Thunderdog Studio’s Tristan Eaton and Mizaplas. Tristan Eaton created the look and feel of the characters and all the assets. The video case study was then animated by Mucho Design Studio. Shortly after the launch of the app the B-Bot action figure was launched at the 2011 San Diego Comic-Con.
Platforms: iPhone, iPad
Download B-Bot >>
Proud to have designed and created this website for our friends at Heard City. One of New York's premier audio recording studios. I wanted people to get to know the creative team at Heard City in a none conventional way. So I decided to feature their stuff instead of the usual mug shot portrait. You can learn a lot about a person by taking a close look at their stuff. You can see what kind of things they do in their free time, what interest they have and it gives you a glimpse into their personality. It was an honest and interesting way to show who they are as a collective.