In 2021, I co-founded the craft distillery Wet City Spirits. From naming and strategy to packaging and launch, I helped shape a brand that now includes six products in Systembolaget and three international award-winning gins.

As with my earlier startup (Beerbliotek), this hands-on experience reinforced what I know to be true:
– Strong brands are built with clarity and consistency.
– Design and storytelling aren’t the polish — they are the product.
– Communication isn’t a layer you add; it’s baked into every decision.

Startups teach you to prioritise, adapt fast, and communicate even faster. That mindset guides how I work with clients today — making ideas tangible, keeping messages clear, and building brands that people believe in.