Portfolio
The chef's sauce, as a paint tube. A complete brand system — positioning, product architecture, visual language, and campaign — built around the metaphor that plating is composition.
Explore the world →Super-premium single-origin Ethiopian coffee. Borena Region, Lot #34. ATERRA treats African provenance the way the wine world treats terroir — as the product's highest credential.
Explore the world →Satirical luxury lip gloss rooted in West African street food. Each shade named after a dish — Kelewele Heat, Suya Smoke, Sobolo Stain. The joke is the strategy.
Explore the world →Luxury multi-origin tea. Six origins, each with distinct ritual objects. Signature format: walnut-sized hand-painted spheres that dissolve into colour on contact with water.
Explore the world →A body care brand built on real African ingredients — shea, cocoa, mango butter — shown molten and dripping, applied as anointing rather than a routine.
Explore the world →Ultra-luxury skincare for Gulf and Arab wealth, built from the inside out. Sifr — Arabic for zero — a single formulation of Kashmir saffron, aged oud, and Andean rosehip.
Explore the world →Brand Strategy · Unsolicited · 2025
A 60-page strategy document for CEO Courtney Adeleye — co-authored and art directed with Kemgra Akpan. Covered the Crown Rising movement plan (station takeover, Crown Gala, billboard campaign), the Watch & Sea Woman audience deep-dive, SeaScan AI product concept, growth architecture across Reddit, GEO, and SEO, and a full organisational roadmap.
"Out of the ashes we rise. Out of the tide we flourish."
Brand Strategy · Unsolicited · 2026
A 15-page cultural re-centring strategy framed as The Unsolicited, Vol. 01. The central insight: the brand's most powerful asset isn't on the menu — it's the Ochoa family in Sinaloa who never stopped. Two narrative architectures, three structural moves, and a movement concept: Fuego Original.
"The world is already built. What's been missing is the courage to inhabit it fully."
Brand Strategy · Concept · 2025
Strategic revival concept for a legacy casual dining brand navigating cultural irrelevance. Repositioning framework that honoured the Italian-American heritage without being trapped by nostalgia, plus a campaign direction built around belonging over nostalgia.