I served as Design Director, designing the initial Kure Oxygen brand following the delivery of a logo by an external agency that had not established a broader visual system. Collaborating closely with long-standing creative partners Twin Associates, I built a cohesive and distinctive brand identity, defining the visual language across packaging, marketing and various brand touchpoints. This strategic brand development played a key role in positioning the startup for a successful second round of funding and supported its expansion into the competitive beverage market.