Crooked Mouth
Not another accessory. A mouthwear brand with something to say.
Building a mouthwear brand beyond conventional grillz.
The challenge
Define a distinctive proposition for mouthwear at the intersection of fashion, dental culture and self-expression.
The decision
Build the positioning around mouthwear as a category of its own, rather than treating it as another conventional grillz brand.
Fashion & self-expressionMy work spans the brand platform, positioning, creative direction and marketing strategy, connecting the product proposition with its cultural expression.
Project background
I helped build Crooked Mouth at the intersection of fashion, dental culture and self-expression. The work spans positioning, brand development, creative direction and marketing strategy — shaping a new mouthwear proposition rather than following conventional grillz positioning. The brand has appeared at ComplexCon, gained creator traction and earned coverage and mentions from Dazed and Complex.
A category of its own.
The brand platform brings fashion, dental culture and self-expression together around mouthwear. My role spans the product proposition, positioning, creative direction and marketing strategy.
Out in the world.
ComplexCon, creator adoption and cultural coverage brought the proposition into contact with its audience. Building the brand means working across those moments as well as the product itself.
What came out of it
The brand was presented at ComplexCon, generated millions of views through creator and cultural traction, and received coverage and mentions from Dazed and Complex. These are brand-level signals, not a claim of attributable sales.