CPG brand designer
Los Angeles, CA
Joined June 2009
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if the design doesn’t land, it’s rarely the creative’s fault.
good design is contingent on a good brief, which requires two things most people struggle with:
1. knowing what they want (and why)
2. communicating it clearly
the best creatives can extract this, distill it, and present it back to the client in a way that makes them feel like its their idea — bc it kind of is?
and people love their own ideas!
first nobody knows whose billboard it is.
then they figure it out bc one of these is not like the others.
then they argue about whether notion even belongs on it.
10/10 engagement bait. great ad.
in 2016 i joined a team that raised $20M to do this — including $5M from zillow themselves. seeing a vibe coded app from a party of 1 get better results for dollars and cents is insane.
Spun up a fun interior design app to test some new models ✨
It ingests a Zillow listing, pulls photos of every room, and lets you change all the finishes.
Segmentation is SAM 3.1 and edits are @ideogram_ai 4.5.
It can set up a full house for $1.50 and each edit is $0.06 🤯
in the face of peak anti-plastic cultural tailwinds, not many would have had the guts to put olive oil in plastic and sell it as a provenance story.
GRAZA EXPLORING SALE FOR $600M
Graza has hired Lazard to explore a sale, seeking up to $600M, Axios reports.
The squeeze-bottle olive oil brand generates $30M of EBITDA, putting the ask at up to 20x. The company said gross sales were on track to triple from $48M in 2024, puttng the top-end ask at roughly 4.2x sales.
Co-founder Andrew Benin launched Graza in 2022 and raised under $3M of outside capital.
A $600M exit would be 2.5x the $240M valuation it carried in early 2025.
Comps:
- Mars acquired Kevin’s Natural Foods for $800m at 4.21x sales
- The Hershey company acquired LesserEvil for $750m at 4.55x sales
- Flower Foods acquired Simple Mills for $795m at 3.31x sales
📈📈📈
BOLD BAR, the high-protein energy bar brand founded by Sean Jagermann, officially launched today.
BOLD BAR is available via its website and will begin rolling out nationwide at Sprouts on September 28th.
The bars are sweetened with honey and each one delivers 20g of protein. BOLD BAR currently offers two versions: one with 100mg of caffeine and one that's caffeine free.
Three flavors are available:
☕️ Mocha Crisp
🥜 Peanut Butter
🍪 Cookie Dough
designed this from a dark place while in the midst of shutting down my company that i bled for, yet somehow it turned out great?
my wife had a *hand* in this
Maggie's Refuel, a new high-end gas station brand just opened in LA ~
"Maggie’s Refuel is a high-end convenience store brand planning to modernize and innovate the current gas station experience.
Think Autogrill meets 7-Eleven Japan: matcha, local croissants, premium CPG, and yes, a soft-serve cone - all alongside a gas (or EV) fill-up."
