MF (Mouth-Feel) is a texture-first snack brand that reimagines cravings through sensation rather than flavor. Built from research showing that people crave experiences like crunch, snap, and melt but struggle to articulate them, the project reframes “weird” cravings as valid sensory needs.
The identity plays on the double meaning of "MF," both mouthfeel and a confident, tongue-in-cheek “you’re that MF”—bringing humor and attitude into the system. From insight to concept to execution, the brand turns texture into a design language, creating a playful, expressive experience that centers on how snacks feel, not just how they taste.
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Modern nightlife often feels predictable—offering little more than drinks and music. While the glamour of the Roaring Twenties is frequently referenced, it’s rarely experienced in a way that captures the secrecy, energy, and drama that defined the era. The challenge was to design a brand identity for a nightlife concept that transforms a typical night out into a fully immersive experience rooted in Prohibition-era intrigue.
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Research into Prohibition culture revealed that the allure of the 1920s was not just the style but the secrecy and spectacle surrounding it. Speakeasies thrived on hidden entrances, coded interactions, and the thrill of stepping into a world that felt forbidden and exclusive.
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Research into Prohibition culture revealed that the allure of the 1920s was not just the style, but the secrecy and spectacle surrounding it. Speakeasies thrived on hidden entrances, coded interactions, and the thrill of stepping into a world that felt forbidden and exclusive.
GILDED DOOR
SPEAKEASY BRAND DESIGN
