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In this episode, Kirk and Andy sit down with the brilliant Alex Center—Brooklyn-based designer, founder of the branding studio Center, and creative visionary behind some of today’s most iconic brands. From his early days designing for Vitamin Water to a decade-long tenure at Coca-Cola, Alex shares his unique journey of building brands that resonate—and yes, there’s even a story about 50 Cent dropping a “you spit hot fire” compliment!
Alex dives into his transition from in-house powerhouse to independent studio founder, giving a candid look into the value of in-house design work. While many designers chase agency dreams, Alex champions the versatility, speed, and breadth of working across all touchpoints of a brand. Whether it’s retail, packaging, or campaigns—Alex reminds us how being in-house shaped his holistic understanding of brands and prepared him to make waves with clients like Liquid Death, New Balance, Kinder Forge, and United Sodas of America.
The conversation heats up when Kirk and Andy unpack Alex’s latest masterpiece: Bero, a non-alcoholic beer brand co-founded with Hollywood’s own Tom Holland. From the elegant design details, iconic gold can tops, and tactile finishes to capturing the essence of premium British pub culture, Bero sets a new gold standard in branding. The team nerds out over the power of differentiation in crowded markets and how good design is both tactile and timeless.
Along the way, Alex shares stories of:
- Breaking the “stigma” of in-house design and why it’s anything but boring.
- The magic of working across multiple expressions of a single brand.
- The delicate balance of “elevating, not alienating” in branding.
- How heritage and modernity shape Bero’s standout look and feel.
Prepare to be inspired by Alex’s passion for brands, his unfiltered takes on design, and his knack for storytelling that makes every project personal. Whether you're a designer, marketer, or just someone who loves beautiful brands, this episode is packed with gems on design strategy, aesthetics, and pushing the creative envelope.
See more of Alex's work here: https://center.design/
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About Kirk and Andy.
Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.
Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.
Music for Kirk & Kurtts intro & outro: Better by Super Fantastics
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