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REBRAND Rebrand (now Meli) was an early-stage quinoa beer startup seeking a visual identity that could disrupt the conventions of the spiked beverage market. Working closely with founder Samara, I led the brand and digital design from conception through launch, shaping a visual language that positioned the product as wellness-forward, contemporary, and distinct from traditional beer culture.

Rather than borrowing from the visual tropes of craft beer (masculine typography, rustic cues, or aggressive branding) we designed an identity for a different kind of consumer: someone seeking a lighter, more intentional alternative, and who might not typically reach for beer at all.






Inspired by David Hockney’s A Bigger Splash and a broader poolside modernist aesthetic, the visual direction leaned into clarity, color, and restraint: sunlit palettes, confident negative space, and a sense of ease that contrasted sharply with the noise of competing products.

The project began with extensive visual and market research. I analyzed the beverage and alcohol landscape, mapping dominant visual patterns, audience positioning, and points of saturation, while also considering adjacent categories such as wellness, fashion, and editorial design. This research informed early moodboards and a color-led visual vision that emphasized freshness, openness, and confidence.






Working with Samara, I developed the brand identity system. The identity was designed to feel aligned with, but clearly differentiated from, existing spiked beverage brands, appealing to a wellness-forward audience and opening the category to new consumers.

I led the full website design, beginning with wireframes and interactive prototypes in Figma. The site was conceived mobile-first, prioritizing clarity, pacing, and scroll-based interaction. I designed a flexible UI system and component library to support future growth, and worked closely with a front-end developer to translate the design into a responsive, production-ready website.

Throughout the process, I maintained a balance between concept and execution, ensuring the visual system could scale while retaining its distinct point of view.









                   



2026