I founded Above Brand in 2017 with a mission to promote sustainability and global interconnectedness, emphasizing the importance of caring for our planet. I oversaw every aspect of its creation, from concept to product launch, including design, production logistics, brand management, marketing, and social content.
At Above brand we collaborate with microbreweries to create unique, organic beers under the Above Brand label. Our first beer, in partnership with VandeStreek Brewery in Holland, is a coriander-infused tripel with a Japanese-inspired pattern, celebrating multiculturalism and creativity. Our beer testimonial is the Japanese DJ and singer Kiki Hitomi. We've also collaborated with Birmingham Design, Bridewell Theatre, Celtic Manor, The Clockhouse Bar, Somerset House at the Biennale of Art, Clerkenwell Design Week, Rare at the D&AD, D&AD, type Tuesdays with Eye Magazine, Beerwulf and various creative and charitable organisations such as Uncommon Creative Studio in support of Create, Rainbow Trust Children's Charity, Amnesty International and Welcome Cinema, The British Film Institute (BFI), Ladies Networking Event and National Autistic Society.
Behind the work
I aspired to create a brand that embodies my cherished values—sustainability, ethics, and the celebration of multiculturalism. This led me to start a brand from scratch. Above Brand aims to inspire sustainability and celebrate cultural diversity, targeting Art Lovers, Designers, and Well-traveled individuals. Our niche brand experiments with unconventional branding approaches, infusing hidden messages and emphasising sustainability. We modernize the traditional Seigaiha pattern for bottle design and our Logo Mascot embodies compassion, representing unity among people of diverse backgrounds. Our concept involves crafting unique edition beers in eco-friendly, recyclable bottles, dedicating each to a different country's visual culture.
Special thanks
A special thank to Designer and Photographer Lucia Rusikanova who assisted me for Kiki’s shoot.
Musician and Signer Kiki Hitomi who is the campaign model.
Jewellery Designer Elisha Francis who designed the septum worn by Kiki.
Copywriter and Designer Justin Lim who helped with the campaign copy.
Designer Matteo Reggi who helped with the design of the pins, Instagram and beyond.
Set Photographer Chris Hoare. Nimesh [Nemo] Dahya for the mascot animation.
John Elsden with his general support.
Honors and accolades
Shortlisted at Creative Pool Awards 2019 for Above Brand Packaging and Above Brand Branding
Shortlisted at Dieline Awards 2019 for Above Brand Packaging
Lectures
How to make your own brand at NewDesigners video or audio
Unusual Minds at Rare London, D&AD
Create a sustainable Brand at Type Thursday
Featured
Creative Boom
Working not working
Side-hustle
Whytt Magazine
Rainbow Trust
Watch New Designers Lecture Below
Sweet memories
Photography
