Daymi
Agency: Shiftworks San Francisco
Client: Daymi Juices
Role: Creative Director · Brand Strategist · Lead Designer

My Contribution:
I led the end-to-end brand creation for Daymi — a west coast juice startup looking to stand out in a saturated wellness category. Through collaborative discovery, competitive research, and visual exploration, we defined a brand ethos built on modernity and quiet confidence. This direction sharply diverged from the earthy, homespun clichés dominating the market.

From brand strategy through packaging and rollout, I delivered a bold, minimal identity system anchored by refined typography, crisp layouts, and an expressive, elevated color palette. The result was a shelf-ready brand that looked and felt like nothing else in its space — clean, premium, and unmistakably current.

Background Context:
In a category overrun by hand-drawn fruits and rustic charm, we positioned Daymi as the sophisticated outlier. The goal was to retain wellness credibility while appealing to design-conscious consumers — especially those seeking function and flavor without the folklore. Our solution gave Daymi a unique voice and confident visual stance from day one.