Brand/Visual designer based in San Francisco. Graduated with a BFA in Graphic Design from California College of the Arts. Currently looking for a full-time brand/visual designer position.

About Me

Differentiation has evolved from a focus on “what it is,” to “what it does,” to “how you’ll feel,” to “who you are.” While features, benefits, and price are still important to people, experiences and personal identity are even more important.

The Brand Gap, Marty Neumeier


Branding, Packaging, Student Project

A distillery that captures the essence of botanicals. Karl Blossfeldt Gin is one of their limited edition spirits.

Anima Spirits is derived from the Latin word “anima”, which means “spirit”. This plays on the idea of “spirit” in reference to the essence of something as well as “spirit” meaning the alcohol. The strong connection to plants and botanicals is inspired by Karl Blossfeldt, who, among many other things, is well known for his close up photographs of plants.

The depth of detail in his intricate images is what inspired the name and aesthetic of the product line “seven deadly gins”. It serves as a metaphor for the brand’s dedication to its delicate distillery process that transforms poisonous plants into botanicals that can be used to create unique flavors within its gins.


As a fan of gin, I was intrigued by how varying botanicals can alter the flavor by such a great degree. The challenge I set for myself was to capture the invisible—the importance of botanicals to the essence of gin.


Interested in visualizing what it means to “capture the botanical”, I researched possible ways of simulating the look and feel of a flower in a vase. I came across German photographer Karl Blossfeldt’s striking and ghostly photographs, which skillfully captured the essence of plants in the same way I wanted to capture the essence of gin.


By combining the concept of a vase with Karl Blossfeldt’s imagery, the centerpiece of my final design direction was a vase-like bottle that prominently featured Blossfeldt’s photographs. The idea is that this bottle would be a beautiful object that can be proudly displayed in the consumer’s home long after the gin has been enjoyed.

(c) Cooper Kao Design