Brand

Catiki Original Hawaiian Shirts

 1024 574 Michael Kraabel

We created the Catiki Originals Hawaiian Shirt line to explore the fun, escapist spirit of tiki culture while crafting bold, wearable art that encourages individuality and connection. The idea was inspired by a playful thought: what if even Bigfoot could transform his life with the right Hawaiian shirt?

Challenge:

The challenge was to launch a brand that would celebrate the quirky, colorful energy of tiki culture while offering modern, sustainable designs with universal appeal. We wanted Catiki Originals to stand out in a saturated fashion market by blending creativity, exclusivity, and purpose. This meant not only crafting unique, vibrant patterns but also developing a strong narrative that connected with audiences on a personal level.

The Solution

We built Catiki Originals around two core principles: creativity and transformation. Each shirt is designed in-house, blending bold, tiki-inspired patterns with unique storytelling elements—like Bigfoot’s journey from reclusive legend to social butterfly. To ensure authenticity, every design is produced in limited runs, creating exclusivity and turning each piece into a collectible.

To amplify the launch, we created a series of playful commercial spots that explore the idea of transformation. These ads show Bigfoot embracing life’s adventures—dancing at luaus, hosting tailgates, and even leading a tiki-themed parade—all while proudly sporting Catiki Originals Hawaiian Shirts. These spots not only showcase the shirts but also highlight the brand’s ethos: stepping out of the ordinary and into a more colorful, connected world.

INSPIRATION

Catiki Originals is more than just a line of Hawaiian shirts—it’s an invitation to embrace adventure, individuality, and self-expression. The brand celebrates the escapist spirit of tiki culture, offering designs that transport wearers to the places they wish they could be. Whether it’s a tropical paradise, a backyard barbecue, or simply a more vibrant version of everyday life, Catiki Originals reminds us that a little boldness can transform how we see ourselves and the world around us.

Through sustainable craftsmanship, limited-edition designs, and a narrative that blends humor with heart, Catiki Originals stands as a beacon of creativity and connection. It’s not just about what you wear—it’s about where it takes you.

Nordic Viking

 1024 576 Michael Kraabel

We developed the Nordic Viking brand to honor the strength, resilience, and timeless traditions of Nordic culture while creating a modern identity that resonates with today’s adventurers.

Challenge:

The challenge was to create a brand that authentically captured the spirit of the North—its mythology, strength, and connection to nature—while ensuring it felt modern, approachable, and meaningful for a global audience. Nordic Viking needed to stand out in a crowded market while honoring its roots in bold, impactful ways.

The Solution

We built Nordic Viking around timeless symbolism and powerful storytelling, weaving together iconic Nordic elements like the Waves of Passage, the Viking Sigil, and mythic animals with modern design principles. Every detail, from the logo to the product designs, reflects the brand’s core values of strength, resilience, and connection. By merging bold aesthetics with rich narratives, we created a brand that feels both authentic and relevant.

INSPIRATION

Nordic Viking is more than a brand—it’s a movement that inspires individuals to embrace their inner strength and carry forward the legacy of the North. Its bold designs, rooted in tradition and crafted with modern flair, resonate with those who value resilience, adventure, and connection to something greater. Nordic Viking stands as a powerful reminder that strength isn’t just about power—it’s about purpose.

Jaguar

 1024 574 Michael Kraabel

Jaguar’s legacy was built on timeless design, thrilling performance, and an unyielding connection with its loyal drivers. Instead of chasing new audiences, we’re bringing our core enthusiasts into the future—modernizing the heritage they’ve cherished for nearly a century.

Challenge:

Jaguar’s recent relaunch attempted to align with an avant-garde lifestyle narrative, veering away from the brand’s core pillars of design excellence and thrilling performance. This approach diluted the legacy of craftsmanship and power that defines Jaguar, leaving loyal enthusiasts and potential drivers disconnected. To reclaim its identity and inspire the modern driver, Jaguar needed to refocus on what truly matters: the artistry of its design, the innovation of its engineering, and the exhilarating experience behind the wheel. By reigniting these timeless values, Jaguar can roar back to its rightful place as a leader in luxury performance.

The Solution

To realign Jaguar with its iconic heritage while embracing the future, we envisioned a campaign centered on ‘The Next 100 Years of Jaguar.’ This campaign celebrates Jaguar’s legacy of precision engineering and timeless design while boldly modernizing its narrative for a new generation of drivers.

This isn’t just about cars; it’s about redefining what it means to lead, innovate, and inspire for the next century. Jaguar becomes not just a brand but a movement, carrying its roaring legacy into an electrifying future.

INSPIRATION

Jaguar stands at the intersection of timeless elegance and unrelenting power. With a legacy of bold innovation and precision craftsmanship, we create more than luxury vehicles—we create icons of performance and sophistication. Jaguar is for those who dare to lead, blending heritage and cutting-edge design to deliver an unmatched driving experience. Graceful yet commanding, every Jaguar embodies the spirit of progress, inspiring a future as fearless as its past. This is not just a car; it’s a statement of who you are—a force of nature, unstoppable and untamed.

Roar of the Future. Heart of a Legend.

JUSTIFICATION

I wanted to create the campaign I wish Jaguar had launched because it’s about the future—modernizing a heritage brand without losing the essence of what makes it iconic. It’s about design, performance, and above all, crafting the vehicle we all aspire to drive. Jaguar missed the mark by chasing a new audience, rather than delivering what their loyal drivers truly wanted: a vision of the future rooted in the timeless legacy and aspirational power that only Jaguar can offer.

Reclaiming Jaguar’s Legacy in a Modern World

Jaguar’s move to an all-EV fleet means we lose the iconic purr of the motor but gain something profound: silence in an often chaotic world. This refined campaign approach celebrates those moments of quiet solitude we all crave—where the noise fades and the journey becomes a sanctuary. Jaguar’s electric vehicles will embody this luxury, offering a calm and refined driving experience that allows us to travel not just to destinations but to a state of serenity and sophistication.

Yes, we’ll admit it: Jaguar has been languishing. The brand hasn’t been modernized in a way that resonates with today’s audience, and it has lost its place in the cultural zeitgeist. But abandoning a brand with such a strong heritage would be a classic mistake. Even if you want to take the company in a bold new direction, there’s immense value in what Jaguar already represents—timeless design, exhilarating performance, and a legacy that inspires.

The movement to all-EV doesn’t require leaving Jaguar’s heritage or its core audience behind. Audi and Porsche have proven this. Both brands transitioned to EV while retaining their identity, fostering emotional connections, and even growing their aspirational appeal. Jaguar has the opportunity to do the same. In fact, it could carve a unique niche: the second car in the driveway, complementing the more nostalgic, analog vehicles that many EV owners still cherish.

But for Jaguar to reclaim its aspirational status, it needs to move beyond shock value and surface-level branding. The brand’s appeal was never about being rational or practical—it was about desire, aspiration, and the feeling of owning something extraordinary. What’s been released so far doesn’t evoke that emotional connection. It feels disassociated, almost as though the Jaguar we knew has been replaced with a product aimed at someone else entirely.

Jaguar’s move to an all-EV fleet offers the chance to redefine what luxury means in a quieter, more sustainable world. Imagine the modern Jaguar as a space of calm refinement, designed for moments of quiet solitude. This campaign could celebrate those ideals, blending heritage with innovation in a way that feels true to the brand’s DNA.

For nearly a century, Jaguar has been a beacon of design and performance, winning hearts through artistry and power. Instead of chasing new audiences, the brand has the chance to bring its loyal drivers into the future. This isn’t about reinvention for reinvention’s sake—it’s about modernizing a heritage brand to show the world that true legacy doesn’t fade; it evolves.

It’s difficult to see how Jaguar’s current direction could make it an aspirational brand again, but the opportunity is there. If Jaguar can create a campaign and strategy that connects emotionally, celebrates its heritage, and honors the aspirational spirit its audience has always loved, it could redefine the brand for the next 100 years. That’s the Jaguar we hope to see. That’s the Jaguar we believe it can still become.

This is about honoring the core audience who have championed Jaguar through generations, inviting them into a modern era where cutting-edge innovation and sustainability coexist with the timeless spirit they love. Jaguar isn’t building a new following; it’s leading its loyal drivers boldly into tomorrow—proving that true legacy isn’t left behind but drives forward.

Cheers!

AVIV 613 Vodka

 1024 576 Michael Kraabel

I guided AVIV 613 Vodka through the Brand Voyagers Model, helping to create a unique brand identity that connected deeply with its target audience, built a loyal community, and positioned the product as more than just a premium vodka, but a meaningful experience.

The Challenge

In a saturated ultra-premium vodka market, AVIV 613 Vodka needed to stand out not just by quality, but by creating a deeper, more meaningful connection with consumers. The challenge was to develop a brand story and customer experience that resonated emotionally, while competing with established luxury brands that relied heavily on flashy marketing and celebrity endorsements.

The Solution

AVIV 613 leveraged the Brand Voyagers Model to guide its customers through a unique journey, emphasizing spiritual and emotional connection alongside its superior product quality. By focusing on storytelling, building a community, and engaging customers in meaningful ways through tastings, events, and direct connections, AVIV 613 successfully differentiated itself and built lasting loyalty, allowing it to thrive in the competitive market.

AVIV 613 Vodka Case Study: A Journey with the Brand Voyagers Model

Introduction

In a vodka landscape dominated by high-priced, commercialized luxury brands, AVIV 613 Vodka set out to offer something different—an ultra-premium product infused with depth, meaning, and spiritual resonance. Utilizing the Brand Voyagers Model, AVIV 613 was able to guide its customers through a unique journey, helping them reach their ideal state of enjoying a meaningful, celebratory experience through vodka. This case study illustrates how AVIV 613 navigated key stages of brand building: identifying customer needs, creating a compelling brand story, shaping the customer journey, elevating the product experience, building a community, and measuring the results.

1. Identifying Customer Needs

From the outset, AVIV 613 Vodka recognized a gap in the vodka market. While luxury vodkas proliferated, few offered a meaningful connection to their consumers beyond price and packaging. AVIV 613 sought to be more than a high-end drink—it aimed to infuse spirituality and positivity into every bottle.

The brand identified its ideal customer as someone who not only sought quality but also valued deeper, more profound experiences. Through grassroots efforts, market research, and listening to customer feedback at tastings and events, AVIV 613 realized that its audience resonated with the idea of celebrating life’s blessings. This understanding became central to AVIV 613’s brand identity.

2. Brand Storytelling

AVIV 613 Vodka’s story is rooted in the Holy Land, with the number 613 symbolizing the 613 mitzvot (commandments) in Jewish tradition, representing life, spirituality, and a positive outlook. However, the brand didn’t position itself solely as a religious product. Instead, it crafted a universal story that transcended cultures, appealing to anyone seeking to find meaning in everyday moments.

AVIV 613’s rich backstory—combined with its artisanal production process—formed the foundation of its brand storytelling. Customers weren’t just buying vodka; they were participating in a tradition of celebrating life. This narrative gave AVIV 613 a unique, enduring appeal, making it stand out from the competition.

3. Customer Journey

AVIV 613 guided its customers through a thoughtful journey, starting with creating awareness at targeted retail locations, bars, and restaurants. Initial tastings and events allowed AVIV’s founders to directly share the brand’s story, offering samples and explaining the product’s deeper significance. These interactions became an invaluable part of the brand’s market research, helping them tailor their approach.

Once customers experienced the vodka firsthand, they were introduced to custom cocktail recipes with backstories that bartenders could share, further deepening the connection between the product and the consumer. AVIV 613 became more than just a drink—it became part of a memorable celebration and personal experience.

4. Product Experience

As one of the most expensive vodkas to produce, AVIV 613 justified its premium price with exceptional craftsmanship. Every step of the production process—from selecting ingredients to distillation—was designed with care. The quality of the product met and exceeded the high expectations of customers looking for a top-tier vodka.

AVIV 613 offered more than just a smooth flavor profile. Its packaging, backstory, and alignment with personal celebration set it apart as a product designed for special occasions. Customers valued it not just for the taste but for the meaning behind it.

5. Community Building

AVIV 613 prioritized creating a strong, loyal community rather than relying on mass marketing. The brand engaged directly with customers, bartenders, and retailers, building one-on-one relationships. Rather than traditional advertising, AVIV fostered connections by encouraging customers to share their experiences with the vodka, whether through events, family celebrations, or personal milestones.

By nurturing this community, AVIV cultivated brand ambassadors—passionate individuals who organically spread the word about the product. These ambassadors integrated AVIV 613 into their personal stories, helping to grow the brand’s reach through word-of-mouth.

6. Results

The AVIV 613 Vodka journey culminated in a nationwide relaunch, armed with insights from its early successes. The refined story and targeted approach to retail and distribution allowed the brand to make a meaningful impact in the ultra-premium vodka space.

A sophisticated digital strategy played a key role in this relaunch. AVIV leveraged geofencing and retargeting to guide customers to specific retailers and events, ensuring that its online presence aligned with customer behaviors. This holistic approach to marketing—where every touchpoint was infused with purpose—allowed AVIV 613 to solidify its place as a premium vodka brand with heart.

Summary

By following the Brand Voyagers Model, AVIV 613 Vodka not only carved out a space for itself in the competitive vodka market but also built a community of loyal customers who saw the product as more than just a beverage. AVIV 613 helped its customers reach their ideal state by offering them a meaningful, memorable product experience, one that would elevate life’s moments through celebration and connection.

Catiki

 1024 683 Michael Kraabel

Developed and managed tiki-inspired DTC consumer brand.

The Challenge

The Catiki Kingdom brand was started from the ground up, from the initial business concept all the way through to visual branding and product development.   The challenge was to create an irreverent brand that would tap into the feeling of nostalgia for good coctails and a slower pace of time.

The Solution

The Catiki brand was developed to introduce Tiki-style and Polynesian fashion to a younger generation of Americans. Seeing an open market for an industry. the company offers a unique blend of products directly to consumers. This includes custom designs, patterns, products, and associated inspiration.

Kauai Coffee

 1024 683 Michael Kraabel

Designed and developed a variety of elements to bring the Kauai Coffee brand experience to life.  From the experience center to a subscription service.

The Challenge

The Kauai Coffee Company is one of those rare destinations in the world with such an incredible and authentic story that must be told to others.  Our challenge was to create a way that the Visitor Center experience could come to life, not only for those who visit but also for those who aspire to visit.

The Solution

After visiting the Kauai Coffee Visitor Center for the first time, I fell in love with the team members’ passion and enthusiasm for the company. Over several visits, I captured some of that essence on film and photography, helping to develop a unique brand book, a visitor center experience, and a catalog of beautiful photos taken around the estate.  The subsequent launch campaign included efforts to get visitors to the estate and subscribe to their DTC coffee subscription program.

Kauai Coffee Brand Photography

The Kauai Coffee Brand Book

Kauai Coffee Product Exploration

Ecolab

 1024 765 Michael Kraabel

I spearheaded the creative direction of a transformative project for Ecolab, pivoting their brand narrative from a product-centric and chemistry-focused approach to a more human-centered, service-oriented direction.

Everywhere It Matters

A Brand Platform designed to highlight all the places where Ecolab is making a difference in the world.

Challenge

Ecolab was a nearly 100-year-old company operating in 170 countries but struggled with a cohesive brand identity. When the $9B company decided to merge with Nalco, a $8B company, it faced a unique challenge. The primary Ecolab products and services were related to cleaning, food safety, health, and hospitality, while Nalco was focused more on industrial systems, oil/gas, and water management.

On the surface, the merger seemed to be a conflict. Not only did the brand need to be re-focused, but there needed to be a story to share with the financial markets about how the combined company would be stronger.

Solution

The newly combined company needed a new brand position and framework to guide the integration and launch the new company with a singular vision. The focus shifted towards highlighting Ecolab’s endeavors in safeguarding essential global elements and resources. This involved a comprehensive overhaul, creating fresh brand guidelines, a new visual and verbal style, and an innovative marketing strategy.

The project also included generating compelling content resonating with their new vision and positioning Ecolab as an impactful force dedicated to protecting vital resources globally.

I was responsible for the brand vision, including developing a new visual styleguide, voice and tone, and visual platform to translate the brand around the world.

Why

The foundation for the new Ecolab campaign started with a simple question: why?  When I was briefed on the assignment, the strategy and account team were focused on the products and services Ecolab offered to the market – washing machines, cleaning chemicals, uniforms, and more.  While these were impressive, it wasn’t unique.  I posed the question back to the team to say: Why do they make these items, sell these chemicals, and provide these services? 

Because

The reality was that the products and services provided by Ecolab did more than clean dishes, they provided safe food.  They did more than sanitize hospitals, they provided places to heal.  The answers were very simple, the equation just needed to be switched.  The first part of the brand transformation effort was to begin with the middle.  As such, I developed the first “Because” campaign that allowed the organization to talk about the results of their good work, not the products.

Creative Identity Challenge

Developing a new visual style guide for Ecolab, especially one that can be translated into over 20 languages and localized for 170 countries, posed a significant challenge. The primary issue was that typical photo and video content would be inconsistent across diverse markets and prohibitively expensive. To overcome these hurdles, we embarked on a creative journey to establish a new, universally adaptable framework.

Creative Identity Solution

Our solution was to develop a series of iconic graphics, meticulously designed to be both simple and distinctive. These icons were crafted with a deep understanding of Ecolab’s brand identity, ensuring they were not just universally recognizable, but also uniquely ownable in the industry. The icons were designed to encapsulate the core values and services of Ecolab, translating complex ideas into clear, visual forms that transcend language and cultural barriers.

The Design System

This suite of icons and graphics were engineered to be highly versatile, suitable for various communication mediums including print, digital platforms, trade shows, and in-office displays. The simplicity of the design ensured ease of understanding, while their uniqueness made them stand out in a crowded market. The graphics were also created with scalability in mind, allowing them to be effectively used in both large-scale displays and smaller, digital formats.

Localization

To ensure the icons were effective across different cultures and languages, we engaged in extensive research and testing. This process involved collaboration with local teams in various regions to gather feedback and insights, ensuring the icons were culturally sensitive and resonant.

The result was a visually coherent, adaptable, and scalable set of graphics that provided Ecolab with a powerful tool for global communication. This new visual language not only aligned with the company’s innovative and global presence but also set a new standard in the industry for clear and culturally adaptable corporate communication.

The Unplug Project

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A movement to increase awareness of the negative side-effects of consuming too much digital media.

The Unplug Project is a initiative aimed at encouraging individuals to consciously disconnect from the digital world and reconnect with the essence of real-life experiences. The project promotes mindful use of technology, advocating for regular digital detoxes and a more analog lifestyle.

Project Foundation + Core Beliefs

Like many, I found myself deeply entrenched in the digital world. My days were a blur of emails, social media, and a constant bombardment of notifications. Technology, which was supposed to be a tool, had become my master. It dictated not just my work, but also my personal life, straining my relationships and disconnecting me from the real world.

Creating A Movement

One evening, as I sat with my family, glued to my phone while they conversed and laughed, a profound realization hit me. I was physically present, but emotionally and mentally, I was miles away, lost in the digital ether. It was this moment that sparked a desire for change – a need to reclaim the life that technology was stealthily stealing from me.  View the project at unplug.pro.

AVIV 613 Vodka

 1024 682 Michael Kraabel

As the acting Creative Director for AVIV 613 Vodka, my role encompasses overseeing every facet of the brand’s design, content creation, launch events, and marketing assets. Working in tandem with the founder and CEO, I’ve been instrumental in bringing their visionary concepts to life.

Brand Foundation + Core Beliefs

At AVIV Vodka, the core belief revolves around embracing gratitude as the gateway to a life filled with joy and satisfaction. It’s about acknowledging the present, valuing the positive elements in one’s life, and appreciating the people who shape it.

The concept of genuine wealth isn’t tied to material possessions; instead, it’s found in nurturing relationships, cherishing moments of happiness, and investing time and effort in the community and meaningful causes—a richness that transcends monetary value.

Telling a Brand Story

AVIV 613 Vodka symbolizes a vessel for spiritual enrichment, amplifying blessings and toasts, infusing them with a deeper energy. Each pour becomes a ritual, an opportunity to celebrate the goodness in today’s happenings, fostering a more positive and spiritually rich environment.

Collaborating closely, we’ve developed an array of assets essential for marketing strategies, aligning with the brand’s ethos, and extending to in-store and on-location marketing. This involved curating a visual identity, crafting engaging content, and orchestrating captivating launch events that encapsulated the essence of AVIV 613 Vodka, aiming to leave a lasting impression on consumers and stakeholders alike.

Smart Sense

 1024 683 Michael Kraabel

Developed a comprehensive marketing campaign to highlight the importance of protecting your home’s gas appliances.  A simple device can save you from a dangerous situation.

Challenge

Crafting a marketing strategy for a small connector fitting that attaches to a gas line, especially one that is typically concealed behind appliances, poses a unique challenge. This connector, although small and often out of sight, plays a crucial role in ensuring the safety and efficiency of household appliances. The primary difficulty lies in highlighting its significance in a way that resonates with consumers who rarely see or think about this component.

Solution

We needed to emphasize the connector’s reliability, durability, and crucial role in maintaining a safe home environment. This required innovative approaches that visually and conceptually brought this hidden but essential component to the forefront of consumer consciousness.  We burned down a house to show what happens when you don’t have this little device.

360 Degree House Fire Experience.

Digital Lead Generation Flow