In February 2022, Alex took the lead in Art Direction for MASA Chips, a Miami-based luxury snack company that specialises in seed oil-free snacks. The founders of MASA Chips aimed to establish a brand that would truly distinguish itself in the competitive and bustling American food and beverage market, positioning it as the premium choice for fashion-conscious young consumers.To achieve this goal, Alex guided MASA through a brand strategy accelerator, utilising nostalgic beach-preppy imagery as a source of inspiration. The result was a visually striking system that evoked a sense of familiarity while also presenting a fresh and innovative identity for the brand. Alex and Freya then took charge of the packaging design for the company, with a specific focus on (re)creating distinctive preppy beach bags that would appeal to consumers and make them eager to be seen carrying them. MASA Chips successfully sold over 15,000 units within the past year, establishing themselves as a fast- growing food and beverage brand in the USA.