Lucas Wentzel | Brand Creative Director

Consistency creates scale.

BattleBars didn't need another wrapper redesign.

It needed a scalable packaging system that could grow across SKUs, categories and retail touchpoints without losing recognition.

Distinctiveness earns attention.

With no heritage to borrow, 1849wine had to earn attention differently.

We built a distinctive identity that broke category conventions and gave an unknown winery an edge people couldn't ignore.

Clarity builds confidence.

Four flagship products competed for attention.

I built a focused visual system that unified the campaign across every touchpoint.

Recognition creates traction.

Three founders had a product idea, but not yet a credible brand.

I built the identity and brand system that helped them earn trust, gain traction and prepare for growth.

I build brands people recognize, remember and choose.