Over the last decade, I’ve had the chance to work with Diageo on a wide range of projects—everything from reimagining old distilleries to concepting completely new-to-world brands across pretty much every spirits category: scotch, tequila, gin, vodka, rum, you name it. The work always centers around helping their teams stay ahead of the curve—looking at new audiences, new packaging ideas, and ways to stand out in an increasingly crowded market.
My role has primarily been on the design side—leading concept development, packaging design, and building out visual directions through CGI. Some projects were quick exploratory sprints, others were more in-depth brand builds. Either way, the goal was always the same: create something smart, beautiful, and strategically sharp that could actually make it to market. It’s been a long-standing partnership built on trust, experimentation, and a shared love of good design—and good spirits.
Design
Packaging
Design Direction
CGI
Vodka—Distilled through black obsidian
In Japanese culture, Ukiyo—or “the floating world”—refers to the idea of living in the moment, detaching oneself from the bothers in life and enjoying more of the pleasures. Using Japanese rice grown in volcanic soil, we distill the liquid through black obsidian, a crystal that’s said to represent the first chakra and help you feel more grounded. It’s the perfect drink to disconnect from the stresses of the day and enjoy the moment.
Blended Whiskey with Mushrooms—Aged 12 Years
Mushrooms may be small, but they are full of mighty goodness. In fact, mushrooms have been used for thousands of years in Eastern medicine because of their health-boosting benefits—like focus, energy and overall wellness. These hand-selected mushrooms are then naturally dried, dehydrated and blended with small-batch North American Whiskey for a unique liquid with rich, earthy flavors.
Turkish Rose Water—Triple Distilled Gin
Each bloom is picked at the peak of freshness and infused into a line of light and crisp gins that are softer, subtler and less herbal than traditional gins. Featuring floral flavors like Turkish Rose Water, French Lavender and Tunisian Orange Blossom, each one is delicious simply over ice or with a splash of tonic.
