Taking inspiration from the Old Masters, A Friend of Mine art-directed the imagery to align with the unique and slightly enigmatic tone of Jon Netti. It features rigid props like stone, concrete blocks, and beeswax that provide sculptural elements, balanced with softness through botanicals and flowers that reference the origin of beeswax through collected pollen.

In addition to the brand's main touchpoints, A Friend of Mine also designed and developed a powerful 'headless' e-commerce platform, allowing for rich content and seamless integration with Shopify. The brand experience extends to a cohesive suite of broader touchpoints, including muted and tactile custom boxes that are handmade and filled with products, nestled amongst custom tissue paper. The unboxing experience unfolds in layers, revealing the joyful products within that comes accompanied with small messages, completing the refined and thoughtful suite of brand applications for Jon Netti.