Art director + multidisciplinary designer in Toronto. I build brands, sandbox systems, and move between realms of digital & tactile design.
Currently Art Director @ Endy and Casper Canada.
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Selected Works
︎︎︎ Full resume available upon request.
Freezedom
Freezedom is a fresh face but a game-changer in Vietnam’s dessert scene. An independent and experimental ice cream shop run by artists /slash/ taste revolutionists, Freezedom brings different sensory experiences to the table. When the brand’s not perfecting classic flavors from scratch with locally sourced ingredients, they make ice cream that tastes like metal and Indonesian cigarette. Never the same menu, never the same palate, never stagnant. Living up to its name, Freezedom pushes the envelope and transcends limits in dessert artistry, with ice cream as its chosen medium.
Year
2021Scope
Identity System, Packaging Design
Concept
I created an identity system for Freezedom using synesthesia to represent the sensory excitement customers experience when enjoying their products—in other words, as if someone scans your brain while you’re eating Freezedom ice cream. Eclectic, unpredictable, freeform and eye-catching - Freezedom’s new look is set to take you on a tasty & trippy ride.
Graphic System
The logo employs two contrasting typefaces—a custom groovy type and a standard sans-serif. This contrast symbolizes the balance between experimentation and refinement, mirroring the balance between innovative creations and classic flavors that Freezedom offers.
Freezedom has 5 distinct product lines, each represented by a synesthetic artwork that corresponds to an unique color palette.
These artworks differentiate product lines and serve as the brand's graphic motif.
Packaging labels with designated area for writing flavour names, as Freezedom menu changes daily
