— the designer behind Nicoslocos.

I’ve spent 18+ years working inside hospitality, from dishwasher to bartender and bar manager. But my interest in design and psychology started long before that.

I’ve always been fascinated by visuals and how people think. When other kids were playing PC games, I was sitting in Paint creating stick-figure animations and experimenting with graphics. As I got older, Paint turned into Photoshop and design became something I kept coming back to.

Psychology was the same. From a young age, I was curious about why people behave the way they do, what catches our attention and what influences the choices we make. Over the years, I’ve spent countless hours reading books, studying psychology and watching lectures and videos simply because I genuinely love the subject.

Then, after nearly two decades working in restaurants, those interests naturally started connecting. I began looking at hospitality differently: Why do customers choose one item over another? Why does one menu feel easier to buy from? How can colour, wording, pricing and design influence a decision?

For the past 8+ years, I’ve also been working with graphic design — and Nicoslocos is where all of those worlds come together: hospitality, design and psychology.

Today, I use that combination to create branding, menu design and practical growth tools that help hospitality businesses make smarter decisions and sell more.

Because great design shouldn’t just look good.

It should have a reason behind it.