Before ready-to-drink cocktails became a crowded category, a friend and I wondered if they could be something more than convenience.

Rather than redesigning the brand from scratch, we began by asking a different question.

What is this project really becoming?

That question changed everything.

I photograph flowers almost every day.

After a while, I realised I had stopped photographing flowers.

I was photographing shapes.

When a friend asked me to create the identity for her new yakitori restaurant, I thought I’d begin where I usually do—looking at graphic references.

Instead, I found myself looking almost entirely at the food.