Afro Deluxe was a Reno-based startup concept created to provide authentic African ingredients to local chefs, with the goal of bringing traditional flavors to the Northern Nevada culinary scene. I partnered with the founder during the early stages to help shape a clear and compelling brand vision.
I led the development of the brand identity from the ground up, designing the logo, defining the visual language, and creating website visuals that reflected the brand’s cultural roots and modern approach. I also produced social media mockups and branded imagery to demonstrate how the brand could live across digital platforms and connect with chefs and food professionals.
While the company ultimately did not move forward to launch, the project showcases my ability to build a thoughtful, cohesive brand from concept to execution, and to create flexible design systems that are ready for real-world use.
LOGO CREATION
My first goal with Afro Deluxe was to create something that felt authentic, grounded, and elevated—a visual identity that could represent an African ingredient supplier while still appealing to professional, locally based chefs.
The bold, uppercase sans-serif font used for “AFRO” gives the brand strength and confidence, helping it feel established and trustworthy. I paired that with a more organic, hand-drawn script for “Deluxe” to add warmth and personality, creating a balance between professionalism and approachability. This contrast reflects the brand itself: high-quality ingredients with deep cultural roots.
The green color palette was chosen intentionally to symbolize freshness, growth, and natural sourcing—key values for an ingredient supplier working with authentic, plant-based products. Green also reinforces ideas of sustainability and quality, which are important cues for chefs who care about where their ingredients come from.
For the imagery, I incorporated leaf elements to visually communicate natural origins and agricultural heritage. The leaf icon works both as a supporting brand mark and as a standalone symbol, making it versatile for packaging, digital use, and signage. Its clean, simplified form keeps the identity modern while still clearly referencing nature and authenticity.
Overall, this logo system was designed to give Afro Deluxe a strong visual foundation—one that communicates trust, quality, and cultural richness at a glance, and positions the brand as a credible supplier within the local culinary community.
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IMAGERY & COLOR
I chose this color palette to reflect the warmth, richness, and bold flavors found in African cuisine. The reds and yellows are inspired by spices, stews, peppers, and palm oil—colors that naturally convey heat, depth, and energy. Green is used as a grounding element throughout the design, representing freshness, natural ingredients, and growth, while also helping balance the bolder tones so the palette feels vibrant without being overwhelming.
The food photography is intentionally bold and close-up, focusing on texture, color, and abundance. Showing the food this way allows the ingredients and dishes to speak for themselves and immediately establishes authenticity. The imagery is meant to feel familiar and appetizing, appealing to both customers who grew up with these foods and those discovering them for the first time.
Alongside the photography, I incorporated illustrated people to bring a human and cultural layer into the brand. The illustrations depict families and everyday shoppers, reinforcing the idea that this market is rooted in community, tradition, and shared meals. From a design standpoint, the simplified, friendly illustration style helps soften the layout and creates balance against the rich, high-energy food imagery. It also keeps the brand feeling inclusive and approachable rather than overly commercial.
Overall, the combination of bold color, immersive photography, and illustrative storytelling creates a visual system that feels authentic, welcoming, and community-driven. Each element works together to communicate that this brand is not just selling ingredients, but celebrating culture, connection, and everyday cooking.
Working as a Graphic Designer at Custom Ink required truly exceptional customer service skills, as the role was fundamentally a consulting position. Designers were tasked with bridging the gap between a customer's rough idea and the final, print-ready product. This demanded empathetic listening to understand the client's vision and then skillfully translating their non-technical requests into precise visual solutions.
A critical component of this service was technical education and expectation management. Designers had to patiently guide customers through the complexities of apparel printing, explaining limitations concerning color counts, file quality, and print feasibility. This proactive communication ensured that the final design adhered to production standards and the customer was fully satisfied, effectively preventing costly errors and minimizing lengthy revision cycles.
In essence, successful performance relied on the designer's ability to be a patient teacher and a proactive problem-solver. By prioritizing clear, communicative service and consistently delivering on the promise of quality and printability, the designer ensured a positive, seamless customer experience that cemented trust and upheld Custom Ink's reputation.
IN THE COMMUNITY
During my years at Custom Ink, I developed strong project management skills by overseeing a wide range of creative initiatives.
One of the most impactful experiences was leading our Community Creatives program—a company-wide volunteer effort where artists donated their time to support local nonprofits.
In this role, I managed a team of designers from initial kickoff through final delivery, ensuring every project stayed on schedule and aligned with each organization’s mission. I coordinated workflows, provided creative direction and feedback, facilitated communication between artists and community partners, and maintained quality standards across all deliverables.
Guiding these projects from concept to completion not only strengthened my leadership and organizational abilities, but also deepened my commitment to using design to make a positive impact in the community.