Hi, I'm Joe. I spent 20 years designing for household names like Starbucks, Glenfiddich and Guinness, working inside some of London's top agencies. Eventually, I decided to build something of my own: a studio for food & drink founders who care as much about the thinking behind their brand as the look of it.

Most founders have a great product. What they're missing is a brand that tells its story, so they end up with something polished that still falls flat on shelf. I work the other way round, strategy first, so every idea earns its place: clever, considered, and built to mean something, not just look good.

I don't believe a brand should just sit on shelf, it should own it. To me, the brand is the product, and that's what I help food & drink founders build: branding that refuses to blend in, from positioning through to shelf-ready packaging.