Filling LatteLove’s Cup

I've worked on dozens of private label launches—building identities designed to click with specific demographics. One time, the brief was, "she's a corporate Cameron Diaz." That was it.

Thankfully, for this sleep and leisure brand, I had a lot more to work with—Creative Director Pearce Cacalda of About Studio had a very clear vision. Together, we built the full identity: tagline, manifesto, voice and tone, and carried it through the website and product copy.