Front and Center Out of Nothing: with Emunah Winer and Margaret Kerr-Jarrett
Jul 30, 2025
Emunah Winer and Margaret Kerr-Jarrett, creative masterminds and co-founders of Nihilo, share their journey from humble Midwest beginnings to launching impactful brands like Esther Rum. They discuss the challenges of balancing careers and family life with wit and charm. The duo emphasizes the importance of emotional connections in branding, reflecting on their Jewish roots as they inspire resilience in their work. They also dive into the evolution of branding, stressing authenticity and creativity in creating unique products that resonate with consumers.
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Meeting Sparks Agency Creation
- Emunah and Margaret met while working at an agency in Israel and bonded over shared creative frustrations.
- This partnership naturally led them to start their own agency focused on making things up as they go.
Using Confusion as a Branding Tool
- They aim to confuse and shock their audience to create memorable and intriguing brands.
- Their desire to perplex stems from their personality and artistic vision rather than conventional education.
Casamalca: From Concept to Reality
- Their project Casamalca started as a concept with no physical product or company behind it.
- After generating investor interest solely from a case study, they proceeded to actually develop and launch the tequila brand.