About me

After nearly 30 years of working for various brand and packaging agencies, the time has come to branch out on my own under the name Studio Frictie. A captivating name for the abrasive search for unique assets for brands.

Always searching for something a little different, achieving what most people considered difficult or impossible. This quest often involves adapting and letting go of conventions, but with one overriding goal in mind: creating brands with brilliance.

That same drive is also evident in the Gal & Gal case. In a market where promotions, price, and recognition often dominate, we looked for friction: where can friction be created to create more character? By carefully examining positioning, visual assets, and tone of voice, we created a brand story that not only sells but also entices. With a refined balance between accessibility and expertise, we built an image that inspires trust and distinguishes.



The result is a seamless blend of strategy and design. From concept to packaging and from campaign to shop floor: every element contributes to a consistent brand experience. Not a cosmetic adjustment, but a focused refinement of identity. This is how brilliance is created—not by shouting louder, but by making clearer choices.

From strategic recalibration to tangible brand expressions: everything contributes to a consistent, impactful image. Because in a competitive category, strength comes from the synergy of form and substance. This is how we build what Studio Frictie envisions—brands with brilliance.

Is your brand ready for a fresh perspective or a new perspective? Studio Frictie is happy to discuss it. Contact us and let's explore together where it can shine.