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…

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    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…

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    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…

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    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…

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    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…

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    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…

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    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…

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    The Unplug Project

     1024 576 Michael Kraabel

    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…

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    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…

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    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,…

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