Not your average protein bar.

As Creative Lead, I ditched the gym-bro vibes and wellness clichés to build a bold, unfiltered brand that has Gen-Z in a chokehold.

From packaging that jumps off the shelf and your Instagram feed, to art-directing shoots that look like they belong in a fashion mag - I’ve led every creative output for the brand. That includes crafting a distinctive tone of voice, obsessing over pitch decks, and shaping a brand strategy that makes protein fun, irreverent, and anything but beige.

I’ve turned scroll-stopping memes into product launches, made TikToks that outsell ads, and built a social presence with real personality.

( 2021 - NOW )