toty
As a member of the initial brand development team, I was fortunate to be a key driver of the brand identity from its genesis. Working with founder Sofía Vergara, I crafted the brand elements (story, positioning, mission and vision) that are core to the brand identity across all consumer touchpoints. I named and crafted packaging copy for the entire toty range – with the first 100% bilingual (Spanish & English) packaging in beauty. The focus on romantic franchise names reflects a rich brand heritage rooted in the Spanish language and Latin culture.
“Carmine has the innate ability to take information from wildly varying sources, distill its critical essence, and then convey a focused message in language both pointed and rich. The banter that comes with it along the way is just an added bonus.
Straightforward, reliable, intelligent, funny, interesting and interested -- I recommend him without exception.”- Elizabeth Lamont, Brand Builder, Luxury Beauty Expert, Retail Strategist