Vicious
Studio
The avant-garde was never about taste. It was about refusal. Design is how that refusal reaches the world. A safe brand changes nothing. A dangerous one changes everything. Build the dangerous kind, or don't build at all.
About us
We’re a hands-on digital agency building thoughtful solutions for ambitious brands.
Vicious Studio builds strategy, identity, and platform as one system so every touchpoint pulls its weight. Most studios hand over a logo and a deck. The work starts where that stops.
"Rebranding a 30-year-old company felt like a huge risk, but Vicious Studio combined deep listening, strong opinions, and a clear process to get us there. They moved us from analog packaging to a digital-first brand story—and the work was so successful that we've continued partnering on new projects for over 18 months."
"Hiring another studio—and putting more money into branding felt like a big leap. Id already worked with a designer and still didn't have the CPG foundation I needed. Vicious Studio dug deep into my brand, gave me structure and a clear path forward, showed the full range of creative directions, and guided my feedback. They handled the messy parts (even Shopify) and delivered an identity people constantly stop to compliment."
Who it's for
The scope changes with the stage. The rigor never does.
Startups
Foundation™ gives an early-stage brand its strategy, visual identity, voice and tone, and a four-page site in four weeks. It's the credible base to launch on, or to walk into an investor meeting with, before the bigger spend.
CPG and DTC Brands
CPG and DTC brands get a full go-to-market build: strategy, identity, voice, packaging, a custom site, and the social and email that carry one story across every touchpoint. Core Build™ takes a brand from idea to launch in eight to ten weeks. Growth System™ adds the full SKU family and six months of campaigns after launch.
Existing Brands
Established brands get a new strategy, a new identity, and one consistent story across every touchpoint. The work runs as a full rebrand or a sharpened version of the brand already in market.
Meet Our Founder
Twenty years in the rooms that set the standard.
Vicious is led by Nicholas Jackson — twenty years building brands inside The New York Times' T-Brand Studio, The Washington Post, AKQA, Digitas (as SVP, Experience Design), Vice, and Barbarian. The standard those rooms set is what Vicious brings to every brand.
Strategy comes before aesthetics, every time.
Every brand is built to perform, not just to please.
The standard holds from first idea to launch.
Experience
The New York Times
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The Washington Post
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Vice Media
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Barbarian
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AKQA
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Digitas
Who We Work With
Consumer brands.
The work runs across DTC, CPG, and startups — food and beverage, beauty, wellness, supplements, and tech. Across all of them, one thing holds: the brand decides whether the product gets picked up or passed over.
Different.
The product breaks the category mold — alt ingredients, alt methods, a genuine point of difference. It's not a safer version of what already exists; it's something the shelf hasn't seen before.
Ambitious.
For founders after scale — a conversion ecosystem that compounds, momentum that holds, and growth that pays off over the long game.
Client List
Alloi Skin
The Shopify storefront for Aire's Mexican Sparkling Tonic.
A copper-based skincare brand, built end to end.
BELA Brand Seafood
Brand Identity + Packaging + E-comm Web + Email + Social
A 30-year-old seafood company's full move into D2C.
Mad Flora
Brand Identity + E-comm + Packaging
A bold identity, packaging, and digital home for a non-alcoholic brand.
Not A Faze
Brand Identity + Product + App
Not A Faze is an AI goth-selfie app —built as one, and it shipped.
