About

 

I’m a Canadian designer living in Los Angeles, California with my wife, five-year-old, and Boston terrier.

I'm obsessed with adding realness to everyday tasks — whether it’s pickling any vegetable I can get my hands on, or bike-commuting across car dominated cities, I always believe there's a more connected way to live. I’m also pretty hands on. I’ve been known to fix random things like iPhones, 80s road bikes, and lever espresso machines. Needless to say these eclectic things work their way into my practice in the form of never-say-die problem solving and creativity on tap. 

Finally, I love injecting humor into my work. When I'm not extolling the virtues of farm-to-table dining, I'm photoshopping broccolis on Drake.

peter-collage2

I create stories that inspire and make positive impact. Like subtly encouraging you to eat more vegetables.

I want to reconnect the world back to real experiences & real food.

I want to reconnect the world back to real experiences & real food.

I want to reconnect the world back to real experiences & real food.

Luvo photography work

 Why food?

Access to real food has become strained in the last 50 years. Preservatives that kept wartime troops fed in extreme conditions crept into food for millions of people just going about their day. Industrialization found ways to provide food to the masses, at the great expense of our very living environment — evident by C02 emissions from cattle farming and plummeting nutrient rates on fruits & vegetables.

I belive design and marketing can have huge impact on food systems. And I love tackling all of the challenges and opportunities in between. Whether it's making vegetable-based choices easier (and more fun), encouraging a reduction in food waste, or celebrating the human elements of our food systems, I feel there are a lot of ways to connect eaters to food in ways that have a net benefit to our food systems.

I've brought millions of people closer to real food, partnering with global leaders, innovative startups and CPG brands like these.

I've brought millions of people closer to feeling great, partnering with great startups and CPG brands like these.

Adidas Food Lab
ADIDAS FOOD LAB

Adidas has long been a staple of performance goods for people across the world. However they haven't forayed into edible performance until they approached Luvo Foods.

As creative director at Luvo, I found commonality in brand values between the partners to launch Food Lab, a beta-launch mechanism for new performance-based food products developed by Luvo for Adidas.

Food Lab was built as a new brand to house the launch, and gather feedback in one efficient movement. People visited the Food Lab at Wanderlust, tasted the offerings, and gave feedback on flavour and performance benefits.

See how Food Lab looks delicious while talking about science >

Foodee corporate catering creative direction
FOODEE

As the early stage design leader at Foodee, I saw an opportunity to disrupt the way how people eat at lunch at work — classically it's a  sad desk lunch eaten alone in a cubicle, isolated in a food desert.

I wanted to bring a wide range of quality food options, delivered with restaurant-level service to all these people that spend 1/3 of their life at. Working closely with select local restaurants, we identified win-win relationships - office workers got great food, and restaurants could increase their output during off-peak hours.

By connecting offices with the best kitchens around, Foodee brings dietary and nutritonally geared options to everyone. Secondarily, the service creates a communical eating culture to offices, proven to boost morale and employee mental health.


See how Foodee designs perfect office menus >

Creative Direction and packaging design for Performance Kitchen
Brand identity design for Performance Kitchen
PERFORMANCE KITCHEN

Food fuels your day. But the right foods drive your performance. This brand sought to make high quality vegetables, proteins and whole grains (in the right ratios) available to everyone in the form of ready-made meals. By cryogenically freezing them, nutritents are locked in and the meals are ready in minutes - perfect for anyone, from athletes to low-mobility seniors.

I took a brand concept from napkin sketch to grocery aisles nation wide in 12 months with a brand identity and packaging system. We drive wellness metrics by calling out key nutritional benefits on pack. At the same time, we balance the science with the inherent beauty of perfectly prepared vegatables. Innovative food design gears these prepared meals towards performance-based metrics like sleep and long-term energy.

Check out the full case study on Performance Kitchen >