MEATEATER

Project: Co-Branded Product Collaboration

Challenge
Develop a co-branded product collaboration between Groove Life and MeatEater that brought a more rugged, story-driven aesthetic into Groove Life’s product ecosystem, designed for sale through Groove Life’s channels.

Role & Contributions
Led concept development across logos, graphic systems, and product applications for belts, wallets, silicone rings (patterned and engraved), and merchandise. Created hand-drawn concepts in Procreate, developed product mockups, and translated ideas into a cohesive multi-category design system. Contributed to early-stage pitch development defining how the collaboration would exist as a Groove Life product collection.

Approach
Explored how MeatEater’s outdoor storytelling and rugged visual identity could be translated into Groove Life’s functional product language. Developed graphic and illustrative systems designed to feel more raw, narrative-driven, and tactile while remaining consistent with Groove Life’s product formats. Built a scalable design direction that could extend across multiple product categories within a unified collection.

Tools
Procreate, Adobe Illustrator, Photoshop

Solution
Created a cohesive concept collection spanning belts, wallets, silicone rings, engraved rings, and merchandise. Established a more rugged, illustrative design direction that blended MeatEater’s storytelling aesthetic with Groove Life’s product-driven design system.

Impact
Defined an early-stage creative direction for a potential co-branded collection within Groove Life’s retail ecosystem. Expanded the brand’s visual storytelling into a more narrative, outdoors-driven space, pushing the aesthetic toward a more rugged direction while demonstrating how this cross-brand collaboration could translate into scalable, multi-product offerings.