Back Edge Design
Creative Direction & Brand Leadership

About

ESEN PENCE
Brand Architect & Creative Executive

I build the brand systems that scale consumer companies to exit.

Over 15 years in-house, I've built and led creative organizations at high-growth consumer brands — most notably 11 years at La Colombe Coffee, where I took the brand from $15M to $150M in revenue and through a ~$1B acquisition.

I've since built a creative function from zero at Blueshift Nutrition (near 200% revenue growth), led a VP-level brand transformation at Naked Nutrition, and advise growth-stage consumer brands on the creative strategy, packaging architecture, and brand systems required to scale.

I work with founders, CEOs, and investors as a fractional or full-time creative leader and strategic advisor. If you're building a consumer brand and need the kind of creative leadership that's been through the full arc from startup to exit, let's talk.

LinkedIn Profile

Creative Leadership for Growth-Stage Brands

I partner with founders and leadership teams to build the brand infrastructure that drives growth — from positioning and visual identity to packaging systems, retail creative, and go-to-market strategy. Engagements range from brand audits and diagnostics to ongoing fractional creative leadership.

In-house:

• LA COLOMBE COFFEE — Ready to drink & roasted coffee
• BLUESHIFT NUTRITION — superfoods meet supplements

Fractional advisory:

• NAKED NUTRITION — clean protein brand
• MILK BAR — Chef owned NYC BAKERY + CPG COOKIES
• MEATI — plant-based alt PROTEIN
• MUFFIN DATA (ACQUIRED BY CONFIDO) — ANALYTICS TOOl for F&B Brands
• JESSE & BEN'S — BETTER FOR YOU FRIES
• RIVAL BROS COFFEE — SPECIALTY COFFEE
• LOFTIWATER — RTD SHIMMERING WATER
• softshox — Innovative helmet Technology

 

  • AIGA - Professional Organization for Design
    2018-Present Non-Profit Management / Mentorship / Community Leadership
    ——————————————————————————————————————————
    2023-2025 Board of Directors: Professional Development Director, VP of Ops
    Created a series of events around "Personal Branding" and hosted 3 workshop / panel discussions for the community with industry mavens like Lisa Smith (ECD at Uncommon, ex-JKR), Meg Niman (Persona Project), Heads of State, as well as local Philadelphia design talent.

    2024 National Conference Planning Committee
    Reviewed 300+ proposals for the conference and evaluated based on considerations such as quality and fit.

    2020-Present Design Mentor, Portfolio Reviewer

    2018-2019 Volunteer on Civic + Community Engagement Committee 

  • University of the Arts
    BFA, Illustration/Design Concentration
    Orientation Leader and Peer Mentor for the International Students
    Graduated with honors
    Continuing Education Classes, Foundations of Web, Interactive Design: CSS + HTML

    Strategy Summer Camp by Mark Pollard 2024
    The Frame Work Frenzy: 31-day strategy challenge

    UC San Diego 2015
    Specialization Certificate - Online at Coursera, Human Computer Interaction Design

    Schule für Gestaltung, Basel Switzerland 2010
    Summer Workshop, Inquiry by Design

    Yale University, CT 2006
    Summer Classes, Graphic Design and Digital Video

    University of the Arts, London UK 2005
    Summer Classes, Graphic Design and Exploring Art & Design

More about me…

We reunited our high school band and played at our wedding. I learned snowboarding in my late 20’s. I’m a double citizen of Türkiye & U.S.