Trusted Expert

Matt Cave

Naming & Identity Designer

16Case studies

30+Clients served

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About

Over the course of his 25+ year career, Cave has named numerous brands and developed identities across a range of industries including food & beverage, technology, direct-to-consumer, cannabis, and sporting goods industries. Since he is a Creative Director with expertise in Branding & Design, he is keenly aware of how to make a brand distinctive. His clients include naming for Tune (cannabis grow lighting system), Hum (sugar-free chewing gum), Plush (gelato), Super Natural (healthy vegetable snack brand), Stevita Boost (sugar-free drink mix), and SmartFlex (sports protective gear technology). Cave creates brand names & visual identities that provoke curiosity, engage, and persuade. Before becoming a Chameleon, he worked as a brand design consultant at Freshmade, a leading design agency for food brands, as well as LPK, a global branding agency, specializing in strategy, design, branding, & brand innovation. Matt was also the founder and creative director of Crave, a leading branding & design agency. He lives in Asheville, North Carolina with his fiancÃ©e Julie and their dogs Romeo & Jax. When not designing or creating fine art, Matt's hiking or biking.

Works acrossUS

How Matt helps

The roles Matt steps into. Select one to see how they work in it.

Role

Naming & Identity Designer

Over the course of his 25+ year career, Cave has named numerous brands and developed identities across a range of industries including food & beverage, technology, direct-to-consumer, cannabis, and sporting goods industries. Since he is a Creative Director with expertise in Branding & Design, he is keenly aware of how to make a brand distinctive. His clients include naming for Tune (cannabis grow lighting system), Hum (sugar-free chewing gum), Plush (gelato), Super Natural (healthy vegetable snack brand), Stevita Boost (sugar-free drink mix), and SmartFlex (sports protective gear technology). Cave creates brand names & visual identities that provoke curiosity, engage, and persuade. Before becoming a Chameleon, he worked as a brand design consultant at Freshmade, a leading design agency for food brands, as well as LPK, a global branding agency, specializing in strategy, design, branding, & brand innovation. Matt was also the founder and creative director of Crave, a leading branding & design agency. He lives in Asheville, North Carolina with his fiancée Julie and their dogs Romeo & Jax. When not designing or creating fine art, Matt's hiking or biking.

Selected work in this role

Brand Identity Designer & Creative Director at Tune Enterprises
Matt led brand identity for Tune, a lighting company for indoor cannabis growers: naming, logo, identity system, packaging, and website design.
Brand Identity Designer & Creative Director at G-Form
Led G-Form's brand identity work, naming its SmartFlex technology, engineered for uninhibited freedom of motion and an optimal fit for athletes.
Brand Identity Designer & Creative Director at Chairman Mom, Inc.
Matt led the rebrand of healthy vegetable snack Tutti Puffs, renaming it Super Natural, covering logo, packaging, visual identity and website.

Focus areas

namingidentitybrandingdesigncreative director

Selected clients

Case studies

Human & Personal Services

360º Brand Design

Challenge: Serial entrepreneur Warren Struhl envisioned licorice as a premium, gift-worthy product - a far cry from its usual commodity status. However, bringing this vision to life, from a brand perspective, proved challenging. The aim was not only to create a memorable and desirable product but also to encapsulate a brand philosophy that was, as yet, intangible.Approach: Aligning with Struhl's vision, veteran brand & packaging designer Matt Cave embarked on a journey to create an impactful visual identity for Licorice.com. The resulting design was an iconic, ownable black and red striped packaging and a striking logo, perfectly capturing what the Struhl family had struggled to express. This fun yet luxurious design set a solid foundation for the Licorice.com brand. Matt's expertise extended further into art direction, web design for the Shopifysite, and an evolution in packaging for gift-giving purposes, leading to the creation of customizable premium gift boxes - just in time for the holiday season.Impact: Licorice.com's reinvention led to sales that exceeded all expectations! The unique and eye-catching black and red licorice tubes grabbed the attention of influential figures, landing a feature on Oprah's Valentine's Day O List in Oprah's O Magazine. In a testament to the strong brand identity, Licorice.com vending machines echoing the black & red theme are now in production, further amplifying the brand's reach and recognition. This demonstrates how the powerful combination of a visionary entrepreneur and strategic branding can revolutionize even the most traditional products.

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Experience

Founder & Creative Director at Cavehaus
Brand Identity Designer + Creative Director at Chameleon Collective
Brand Consultant at Freshmade
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Brand Designer, Retail team at LPK at LPK
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Co-Founder & Creative Director at Crave, Inc
Brand Identity Designer & Creative Director at Imagine360

Expertise

Creative DirectionArt DirectionBrand IdentityBrand StrategyBrand Style GuidesLogo DesignProduct NamingIdentity DesignPackaging DesignMarketing MaterialsCollateral DesignFigma (Design Software)+34 more