Fabric

I spent 18 months building and launching a beverage brand as co-founder and Chief Brand Officer, alongside Tom Eddleston and Anthony Bradley. Together we led brand strategy, identity, and cultural relevance from the ground up, taking FABRIC from concept to shelf in under a year and into 150 stores. Along the way, we landed features in Forbes, VICE Media, and The Dieline, and the cover of BevNET. It was one of the most rewarding experiences of my career. Beyond deepening my background in brand strategy and identity, it gave me something a lot of strategists never get: real, ground-level operating experience. I was a true founder, unloading product, losing sleep, and living the day-to-day reality of running a consumer brand, not just advising on one. I ultimately made the deliberate choice to step away from FABRIC's day-to-day operations, and return to the work I've always been most drawn to, creative direction and brand strategy for my clients. Photography: Joni Schrantz