I helped build the Fill Mill brand for Bespoke Post from the ground up. We tackled everything from brand positioning and identity to product design and custom scent development, setting the stage for Fill Mill's launch as a standalone e-commerce site.
product design
Our "Mills" feature a clever magnetic locking system that's patent-pending. We chose sophisticated colors and finishes so they look great as decor pieces even when not in use.
scent design
I worked with a leading fragrance developer to design 15 premium scents. Each "Fill" has its own unique vibe and story, encouraging customers to craft their personal journey by exploring different scent profiles.
e-comm & social
After validating the concept with Bespoke Post members, we launched Fill Mill as a standalone subscription site. I led a lean social and marketing team, aiming to find product-market fit beyond Bespoke Post's ecosystem.
role
Creative Director, Private Label Brands
credits
Bespoke Post Chief Merchandising Officer: Leann Greto
Brand Associate Creative Director: Dina Witten
Graphic Designers: Marjorie Chamberlain, Shelly Lu
Product Designers: Tim Predzimirski
Product Developers: Meg Amsterdam, Francisco Munoz
Photographers: Kevin Wells, Jay Mason, Drew Gardner,
Photo Art Direction: Claire Levy, Dina Witten
