I’m a passionate strategic creative with over ten years’ experience in senior roles, building brilliant brands, designing beautiful experiences, and creating impactful campaigns.
I’m currently global Creative Director and CMO at NEXT! Foods, a
plant-based start-up with innovative products in supermarkets across Australia, New Zealand and Europe. I’m also a trustee at Citizens Advice.
Previous career highlights include leading a major brand project at Kendamil, the global organic baby milk formula, and working with
clients in sectors as diverse as coffee, ice cream, charity, hospitality, wellness and FMCG.
I was raised in the North East before heading to study at University of the Arts London. I’m mixed race, Algerian and British, and believe this helps give me a unique perspective on the world.
When I was seven years-old I designed a logo for my Dad’s business that he still uses today.
I now live in Northern England with my husband and children. I love cooking, wild swimming and creating music.
Projects
- Kendamil - Brand Strategy, Packaging, Rebrand, Creative DirectionKendamil is the world’s leading producer of premium baby milk. Based in the Lake District, and with a rich heritage of using only the best quality ingredients, Kendamil is the only British made baby milk brand. Kendamil products do not use palm oil, fish oil or other nasties. Instead, they feature natural, full cream nutrients, plant-based DHA and HMOs to help build up children’s immune system. I was appointed as a brand consultant to lead the development of a new brand identity, which encompas
- NEXT! foods - Creative Director & CMONEXT! foods NEXT! Foods is a fast-growing FMCG start-up with a mission to deliver innovative and delicious plant-based meat products that taste like the real thing. No compromise on taste. No compromise on ingredients. No compromise to the planet. Tasting is believing. I was appointed to lead the brand and marketing strategy while working closely with the senior leadership team. After developing a series of B2B and B2C campaigns to support our retail and distributor outreach, and to engage a
- Equi's Ice Cream - Packaging Design and Campaign Creationqui’s has produced exquisitely irresistible ice cream, made with fresh Scottish milk and double cream, for more than 100 years. I was appointed to support the launch of a new reduced calorie ice cream range to increase the brand’s appeal to health conscious consumers who want all the pleasure of a fabulous ice cream - and none of the guilt. The project included the design of a distinctive new sub-brand, product packaging and multi-channel marketing campaign assets. The flagship product in the
- Regalo gifts - new brand and websiteRegalo is an award-winning online gift voucher platform used by hospitality and leisure businesses ranging from Michelin Star restaurants and acclaimed craft breweries, to spas, hotels and popular visitor destinations across the UK. I was tasked with creating a vibrant new brand identity, website design and a range of marketing assets to support the growth of this tech start-up as the team undertakes outreach to new prospective clients in the hospitality sector. Value proposition development B
- Red bank coffee - brand refresh, colour palette, illustration, merch designRed Bank Coffee offers a carefully curated selection of exceptional quality, highly traceable, and responsibly sourced coffees. Founded in 2015, in Coniston in the heart of the Lake District, Red Bank uses the most energy efficient roasting technology available with the lowest emissions. It is also a certified B Corp. I was appointed to refresh the brand identity and to design and develop new packaging and a range of compelling merchandise. The objective was to engage a new audience of coffee l
- Goburrito - rebrand, interior and exterior design, packaging design, brand stategy, merch designGoburrito is an independent fast food restaurant group offering Mexican inspired dine-in and take out foods. I was appointed to undertake a bold brand identity refresh and to produce a range of design and marketing assets to help grow its market share in a highly competitive sector and enable the business to shift towards a new ghost kitchen model with a flagship outlet. After developing a new value proposition based on the principle of “slow cooked fast food” I collaborated with the business
Work history
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Creative Director & CMONEXT! foods
London, United KingdomFull Time
Leading the brand and marketing strategy while working closely with the senior
leadership team and key partners. Directed and created the new brand identity
and website and launched a series of B2B and B2C campaigns to support
our retail and distributor outreach, and to engage a growing and passionate
community of plant-based influencers and foodies around the world.
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Creative Director & CMONEXT! foods
London, United KingdomFull Time
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Education
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Fashion Photography and Styling FoundationUniversity of the Art London
London, United Kingdom
Where my love of image-making and visual communication started. This degree primed for a career in Graphic Design and Art Direction.
Access to HE Media & Communications: Merit London College of Fashion, UAL
London, United Kingdom
This is where my love of communication, media and communications started.