1800 Taste Collective

OBJECTIVE

I developed the visual identity for Taste Collective, a proprietary education program designed to build credibility with bartenders. Developed in conjuction Dr. Arielle Johnson, world renowned flavor scientist, the identity needed to communicate technical rigor while remaining legible, engaging, and clearly connected to the 1800 masterbrand. The system combined cues from scientific analysis and traditional tequila craft, using a new typographic direction and a modular set of graphic components designed to flex across print, motion, digital, and physical environments. At the core of the program were eight taste archetypes, developed as a visual language to represent individual palates based on taste analysis results. 

I led the design and execution across a wide range of touchpoints, including a 30-plus page digital hub, a custom app for the taste analysis experience, presentation materials for expert-led sessions, and multiple motion systems supporting masterclasses and city guide content. I art directed on set for the city guides, edited the final film, and developed a parallel visual expression that retained the core system while allowing for a brighter, more exploratory tone. The program extended into physical space through event design, wayfinding, menus, fabricated assets, and tablescapes, executed across four live events in New York City, Chicago, Miami, and Dallas.

ROLE

Design
Art Direction

COLLABORATORS

Lauren Juenger (AD)
Ryan Casey (CD)