In 2017, I co-founded The Uncommon, Wine of England - a pioneering, canned wine brand. It is now available in Waitrose and other UK supermarkets, iconic sporting venues such as Wimbledon, Lords Cricket Ground and The Tottenham Hotspur Stadium and airlines including British Airways and Icelandair. Over the next 7 years I was an integral part of building a successful, premium brand that now has 2 sparkling wines, 3 still wines and 2 wine spritzers.

Canned wine was a success in the USA but not the UK so the concept for the brand is based around the vision of creating an ‘Uncommon world’ - inviting people into the unknown and allowing them to discover a new world of exciting English wines. Every wine has it’s own unique characteristics, so I wanted to create a different ‘character’ for each type of wine. This world of discovery and exploration influenced the visual language, illustrative style, labelling, packaging and all other comms.

I have designed multiple projects across England and New Zealand.