I was struggling a bit to come up with my menu for this week, but I’m pretty pleased with how everything turned out. Dare I say this may be my favorite week yet!

The best part about this menu is that it has you covered all week. The PB bars work as dessert, but they’d also be delicious for breakfast with a scoop of Greek yogurt. Top a sweet potato with avocado and a fried egg for brunch, grab a turkey wrap for lunch, and serve the cauliflower as an easy side with dinner.

Get creative, mix and match, and thank yourself for spending a little extra time setting yourself up for success.

Let’s stock the cold case.

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SUPER SPICED CAULIFLOWER

Cauliflower can be extremely boring. This one is not.

It’s covered in a smoky, savory spice mixture and roasted until the edges are dark and crispy while the centers stay tender. The secret is giving everything enough space on the pan. We are roasting—not steaming!

This is delicious straight from the oven, but it’s just as good cold from the fridge with plenty of tahini drizzled on top.

Ingredients

• 1 large head cauliflower, cut into florets

• 1 egg, beaten

• 1/2 cup seasoned breadcrumbs

• Avocado oil spray

• 1 teaspoon smoked paprika

• 1 teaspoon ground cumin

• 1 teaspoon turmeric

• 1 teaspoon garlic powder

• 1 tablespoon honey

• 1/4 cup olive oil

• Juice of 1/2 lemon

• Salt + pepper

• LAV Creamy Tahini Dressing

How to Make It

Preheat the oven to 400°F.

Cut cauliflower into small florets. Beat egg in a small bowl and pour breadcrumbs into a shallow dish.

Holding the cauliflower floret from the stem, dip each piece in the egg wash and then in the breadcrumbs. Place onto baking sheet. Repeat until each piece is coated.

Make sure each piece of cauliflower is lying flat on the sheet with enough room so they can crisp.

Roast for 25–35 minutes, or until golden and slightly crispy around the edges.

In a small bowl, whisk together oil, honey, the juice of half a lemon, and the spices.

Remove the cauliflower from oven and drizzle with spice mixture, tossing gently to coat each piece.

Place cauliflower back in the oven for another 10 minutes or until extra crispy.

Once done, add your cauliflower to your desired prep container and garnish with a bit of chopped parsley! When ready to eat, drizzle on your tahini and thank me later !!!

TURKEY HUMMUS COLLARD GREEN WRAPS

These were inspired by the collard green wraps from Erewhon, which somehow make eating a giant leaf feel exciting.

The collards are sturdy, the hummus is creamy, and the turkey is protein packed. Oh, and I added avocado to mine because that’s not extra around here!

Ingredients

• 4-6 large collard green leaves

• 2 tablespoons hummus

• Dijon mustard

• 6-8 slices roasted turkey

• 2 slices provolone cheese

• 1 small cucumber, cut into thin strips

• A handful of sprouts or microgreens

• 1/2 avocado, sliced

• Salt + pepper

How to Make Them

Wash and thoroughly dry the collard leaves.

Blanch your collard greens! This step is optional but recommended. Bring a large pot of water to a boil and add the leaves. Let them boil for a few minutes, then transfer to an ice bath to cool.

Dry each leaf and lay flat. Carefully shave down the thick center stem with a knife.

Spread hummus over the center of each leaf. Layer on the mustard, turkey, provolone, avocado, cucumber, sprouts, and any extras. Season with salt and pepper.

Fold in the sides, then roll everything up tightly like a burrito. Slice in half or wrap tightly for grab-and-go lunches. I recommend assembling this on top of parchment paper + foil for easy rolling!

JAPANESE SWEET POTATOES

Japanese sweet potatoes are already naturally sweet and almost cake-like, but slow-roasting makes them even better.

The insides become soft, dense, and custardy while the skins get caramelized and slightly sticky. They take some time, but the oven does all the work.

Ingredients

• 3–4 Japanese sweet potatoes

• Avocado or olive oil

• Flaky salt

How to Make Them

Preheat the oven to 350°F.

Scrub and dry the sweet potatoes, then slice in half. Lightly rub with oil and salt, then place each one flat on a parchment-lined baking sheet.

Roast for 1 hour, depending on the size of the potatoes. They’re ready when you see the sides start to caramelize and a fork can be inserted right through without much effort.

PB BANANA PROTEIN OAT BARS

And finally, the checkout-counter treat.

I’m going to be so honest, I had every intention of making these into protein BALLS. But the dough was too sticky and I decided to pivot. These are somewhere between banana bread, baked oatmeal, and a soft cookie—which is exactly the kind of category confusion I support.

Ingredients

• 2 ripe bananas

• 1 cup creamy peanut butter

• 1/4 cup honey

• 1 teaspoon vanilla

• 1/2 cup protein power (I used ballerina farms chocolate!)

• 2 cups rolled oats

• 1 teaspoon cinnamon

• 1/2 teaspoon baking powder

• Pinch of salt

• 1/3 cup chocolate chips or chunks

How to Make Them

Preheat the oven to 350°F and line an 8-inch square pan with parchment paper.

Mash the bananas in a large bowl. Add the peanut butter, honey, and vanilla, then mix until smooth.

Stir in the oats, protein powder, cinnamon, baking powder, and salt. Fold in the chocolate chips.

Spread the mixture evenly in the prepared pan. Sprinkle some extra chocolate on top!

Bake for 25-30 minutes, until the center is set and the edges are lightly golden.

Let the bars cool completely before slicing. Store them in the fridge for an easy breakfast, snack, or little something sweet.

THE COLD CASE IS STOCKED

And that is Hot Bar at Home, round three.

Make all four recipes, choose your favorites, or use the menu as inspiration for your own weekly lineup.

I’ll be dropping a new menu each week, so follow along on IG and TikTok—and, of course, subscribe so you never miss a drop!

Dress well!

Natalie

Not exactly traditional meal prep. Just really good food that can be mixed, matched, dipped, or eaten directly out of the container while standing in front of the fridge.

This week, I made it my mission to finally use up the bag of shredded cheese we’ve had sitting in our fridge.

Let’s stock the cold case.

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THE CHICKEN TAQUITOS

There are few things more satisfying than cheesy seasoned chicken stuffed inside a crispy tortilla.

These are everything I want a taquito to be: golden and crunchy on the outside, warm and flavorful on the inside, and sturdy enough to keep in the fridge and reheat whenever hunger strikes.

They’re also perfect for dipping—which is obviously very important when there’s a fresh container of green goddess waiting nearby.

Ingredients

• 2 cups cooked shredded chicken

• 1/2 cup shredded Mexican-blend or cheddar cheese

• 1 small container Greek yogurt

• 1 packet of taco seasoning

• Salt + pepper

• 8–10 small corn tortillas

• Avocado oil

How to Make Them

Add the chicken, cheese, Greek yogurt, and seasonings to a bowl. Mix until everything is well combined.

Spoon some of the chicken mixture onto each tortilla, roll it tightly, and place it seam-side down while you prep the others.

Add avocado oil to a shallow pan and bring to medium heat. Add taquitos in one at a time and lightly fry until crispy, flipping halfway through.

You could also make these in the air fryer at 400°F until crisp.

Remove from pan and let cool on a paper towel. Then pack up for the week.

CILANTRO GREEN GODDESS SAUCE

Because, once again, you know I love a condiment.

This is a take on my classic green goddess dressing, but HEAVY on the cilantro. It’s inspired by that green sauce from El Pollo Loco (IYKYK).

Ingredients

• 1 packed cup cilantro

• 1/4 cup fresh dill

• 2 green onions

• ½ cup Greek yogurt

• ¼ cup mayonnaise

• Juice of 1 lemon

• 2 small garlic cloves

• 1 tablespoon dijon

• Splash of ACV

• Salt + pepper

• A splash of water, as needed

How to Make It

Add everything to a blender or food processor and blend until completely smooth and creamy.

If it’s thicker than you’d like, add a splash of water and blend again.

Taste and adjust with more lime, salt, or cilantro. Keep it in a jar or deli container in the fridge and drizzle accordingly.

SOUTHWEST SALAD

Every cold case needs a crunchy salad, and this one’s a classic.

It’s fresh enough to eat alongside the taquitos, but filling enough to become lunch on its own. Especially if you chop up a taquito and throw it on top—which I highly recommend.

Ingredients

• 3–4 cups chopped romaine

• 1 cup corn

• 1 cup black beans, rinsed and drained

• 1 red bell pepper, chopped

• 1 avocado, cubed

• A handful of chopped cilantro

• ⅓ cup crumbled cotija or feta cheese

• Dressing: LAV Lemon Apple Cider Dressing or the Cilantro Green Goddess !!

• Optional: crushed tortilla chips for EXTRA crunch

How to Make It

Add all of the salad ingredients to a large bowl and toss everything together.

Divide it between individual containers and add the tortilla chips on top. Optional to wait and add the avocado right before eating, but I don’t mind it pre-mixed.

CINNAMON PROTEIN BALLS

And finally, the checkout-counter treat.

These cinnamon protein balls taste a little like snickerdoodle cookie dough, require absolutely no baking, and are exactly sweet enough for that afternoon moment when you start opening cabinets looking for something—but don’t know what.

Ingredients

• 1 cup oat flour

• 1 serving vanilla protein powder

• ½ cup creamy almond or cashew butter

• ¼ cup maple syrup

• 1 teaspoon cinnamon

• 1 teaspoon vanilla

• Pinch of salt

How to Make Them

Add all ingredients to a bowl. Mix until a dough forms. If it feels too dry or crumbly, add a few tablespoons of melted coconut oil at a time until everything comes together.

Roll the mixture into small balls.

Pop them into the fridge until firm and store them chilled for whenever you need a little sweet treat.

THE COLD CASE IS STOCKED

And that is officially Hot Bar at Home, round two.

This week might be my favorite example of why I started this series. Everything works together, but none of it has to be eaten in one specific way.

Dip the taquitos in the green goddess. Chop them over the salad. Turn the salad into a wrap. Use the sauce on something completely unrelated. Grab a protein ball every time you pass through the kitchen.

Make one recipe, make all four, or use this menu as inspiration for your own fridge lineup.

I’ll be dropping a new menu each week, so follow along on IG and TikTok—and, of course, subscribe so you never miss a drop!

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Dress well!

Natalie

If you asked me what I ate this summer, there’s a pretty good chance it came out of a plastic container from a specialty grocer or local café.

A scoop of tuna salad here, a few chicken tenders there, some sort of little sweet treat that inevitably made its way into my basket at checkout…

And as September starts creeping closer, I realized I wasn’t quite ready to give any of it up.

The idea is simple: every week, I’ll make a few things that can live in the fridge, be mixed and matched throughout the week, packed for lunch, eaten standing at the counter, or pulled out when you have absolutely no idea what to munch on but know you need some substance.

For the first round, I made extra crispy chicken tenders, a corn cucumber avocado salad, homemade honey mustard, and date s’mores bites.

THE CHICKEN TENDERS

This summer, I was lucky enough to make it out to Round Swamp Farm and finally try their viral chicken tenders.

Naturally, I came home wanting to figure out how to make my own.

The most important part for me was getting that CRUNCH. Instead of using just breadcrumbs, I mixed them with crushed pretzel crackers (Pretzelized is my new obsession) for a coating that’s extra crispy, slightly salty, and has so much more texture.

I also found the perfect middle ground between baking and deep frying: lightly pan-frying them until golden and then transferring them to the oven to finish cooking. Maximum crunch, without fully drenching in oil (yk?).

Ingredients

• 1 lb chicken tenders

• 2 Eggs + a splash of milk

• 1 cup seasoned breadcrumbs

• 1 cup pretzels, finely crushed

• Oil for pan-frying

How to Make Them

Set up 2 bowls: beaten eggs & milk + your breadcrumb & crushed pretzel mixture.

Dip each tender in egg, then the crunchy coating, making sure to really press it onto the chicken.

Heat a thin layer of avocado oil in a pan and lightly fry the tenders on each side until golden. Transfer them to a baking sheet and finish in a 400°F oven until the chicken is cooked through.

And while those are in the oven…

THE HOMEMADE HONEY MUSTARD

Because you know I love a sauce.

This is the kind of sauce I like to make directly in a jar or container, mix together, and keep in the fridge all week to use on just about anything.

• 2 tablespoons dijon

• 1 tablespoon mayo

• 1 tablespoon honey

• 1-2 tablespoons greek yogurt (really bulks it up and adds a good tang)

• Splash of apple cider vinegar

• Salt + pepper

How to Make It

Add everything to a bowl or jar and mix until completely smooth and creamy.

Taste and adjust depending on whether you like your honey mustard a little sweeter or a little more mustard-forward.

CORN, CUCUMBER & AVOCADO SALAD

Every cold case needs at least one really good crunchy salad.

This one is fresh, simple, and exactly the kind of thing I want alongside crispy chicken tenders: sweet corn, crunchy cucumber, creamy avocado, a little dill, and of course a LAV dressing to bring it all together.

Ingredients

• 2-3 cups chopped romaine

• 1 cup fresh corn cut from the cobb

• 3 persian cucumbers, chopped

• 1 avocado, cubed

• Any herbs you’d like, I used a handful of chopped dill (but cilantro would be great too)

• 3 green onions chopped

• 1/3 cup crumbled feta cheese

• LAV Original Za’atar Dressing

How to Make It

Add all salad ingredients to a bowl and mix. Then funnel into small deli containers!

Pair each container with a packet of LAV dressing and drizzle on when you’re ready to eat! This way, the entire salad doesn’t get SOGGY!

DATE S’MORES BITES

And finally, the checkout-counter treat.

I will find virtually any excuse to turn something into a s’more before summer ends (see my other series for that here) , and these little date s’mores bites felt very appropriate for the first Hot Bar at Home.

They’re sweet, chewy, chocolatey, and exactly the kind of little bite I want to find waiting in the freezer after dinner.

Ingredients

• 8-10 Medjool dates

• Marshmallow fluff or creme

• 8-10 cinnamon sugar pretzel crackers (I used pretzelized but I can’t find them online! Other great options here & here.)

• 1 cup chocolate chips melted with 1 tablespoon coconut oil

• Flakey sea salt

How to Make Them

Slice open each date and remove the pit.

Stuff with marshmallow creme, cracker piece and drizzle with melted chocolate. Finish with a bit of sea salt.

Pop them into the freezer until set and keep them chilled for whenever you need something sweet. They’re addicting !!!

THE FIRST COLD CASE IS STOCKED

And that is officially Hot Bar at Home, round one.

The goal here isn’t necessarily traditional meal prep. I want my fridge to feel more like one of those cold cases where you open the door and suddenly have ten different things you’re excited to eat.

Make one recipe, make all four, or just use this as inspiration to create your own version.

I’ll be dropping a new menu each week, so follow on IG & TikTok, and of course, subscribe to never miss a beat!

Subscribe now

Dress well!

Natalie

Simple question, big dilemma.

That’s why I started LAV: single-serve, Armenian-inspired dressings made with simple, wholesome ingredients, so your on-the-go meals are as delicious as they are easy.

If you’ve been reading here for a while, you know I started this Substack during the in-between — after LAV sold out and before the relaunch. The first run had gone better than I could have hoped, but I saw an opportunity to take it to the next level. Those months without product were slower, and I missed sharing it with you. Writing here became a way to process that pause, and while it wasn’t easy, it turned out to be one of the best things for both me and the brand.

Instead of jumping straight into another production run, I took the time to listen — to customer feedback and my own instincts — and made thoughtful upgrades. We fine-tuned each recipe, made the ingredients even cleaner, and ensured every flavor was something you’d genuinely crave. I added two new dressings, bringing the lineup to four, and updated our packaging from bags to boxes — more compact, better for retail shelves, and (in my opinion) much more fun to open. Before relaunching, I also gave the website some love — adding a bundle option, streamlining emails, and making the shopping experience smoother.

Two weeks ago, LAV 2.0 officially launched online. Since then, I’ve been introducing the brand to TikTok Shop — a completely new space for us and a way to connect with people who might not have found us otherwise.

Seeing LAV packets back in people’s kitchens — whether from our site, a retail shelf, or now TikTok — has been a quiet but meaningful reminder of why I started all this in the first place.

I’m excited for what’s ahead and grateful to have you here for it. If you’re curious to try LAV (or see what’s new), you can check out all four flavors here!

Stay tuned for what’s next and as always — dress well!

Natalie

I ran into an old friend today — someone that I hadn’t seen since before launching LAV. It’s always funny running into people who knew me before this little endeavor. I’m the same person, but I do feel like I carry a bit more self-confidence. Maybe it’s also just maturity though, IDK.

We caught up briefly, and she mentioned how I was one of the first people from our high school class to launch something. That comment made me think a little. Because after going to a school like USC, where everyone and their neighbor has a startup, this path started to feel... normal? But I have to remind myself it’s not. Starting something from scratch is still something.

She told me she’s always wanted to start something of her own. Before she could even tell me what it was, I said, “You should do it.” Her response: “I want to, I’m just scared.”

Funny enough, fear was never really in the picture for me — not in the beginning, at least. From idea to launch, I was never scared. I did feel anxious and uncertain at times, but I never questioned my ability. I think a big part of that was my age and being in college. Not to mention my amazing family that still cheers me on. But even now, just one year out, I sometimes feel more hesitant than I did back then. The older you get, the more pressure you feel to “get it right.” Maybe that’s societal expectations, or maybe it’s just life — but either way, it’s real.

In that conversation, I found myself repeating something to her I’ve written about here before: launching is the easy part. It’s exciting, it’s fresh, it’s never been seen before — and that’s fun. The harder part is what comes after. Keeping the momentum. Keeping the flame lit after the spark fades. It’s like, everyone wants to start training for a marathon, but how many people actually run the race?

For me, sharing my journey online adds a layer of pressure. It’s like once you set sail, you have to keep sailing — even when the water’s choppy and you’re not sure where the wind’s blowing. (Okay, I’ll stop with the metaphors!!) I might not have as many people waiting as Brokeback Contessa / Meadow Lane, but views are still daunting.

So back to the idea of fear… What’s funny is I’ve felt more fear now, a year later, than I ever did initially. I’m waiting on my second production run. It’s delayed (classic), and there’s absolutely nothing I can do about it. I am so grateful to be doing this second run, the support I felt the first time around was beyond what I could have expected. But as a member of Gen Z, I am unfortunately wired for instant gratification. I fight that urge every day — but three months with no product? Torture. Especially when you’re someone who thrives on movement, hustle, and doing.

So why did I tell her to “do it” without even knowing her idea? Because you grow so much. Yes, it’s hard. Yes, it’s mentally challenging. But the in-between moments — the slow ones, the frustrating ones — that’s where the real growth happens. That’s when you learn how to keep going even when you don’t feel momentum.

So if you’re in that “I wanna do it, I’m just scared” stage — I get it. But just know: fear doesn’t go away once you start. It just changes shape. There will always be another obstacle to overcome, and with each phase, you get better at handling it. Oh and btw, this doesn’t just apply to launching a business. Whether it’s pitching a new idea at work, applying for a role you’re not 100% “qualified” for, or just doing something outside your comfort zone — the fear is the same. The growth is, too. But at the end of the day, if you don’t feel the tough moments, how would you even know what the good ones feel like?

Dress well.

Natalie

P.S. LMK if you like these kinds of posts, if I sound like a broken record, or if there is something else you want to hear from me. I’m all ears!

Today’s entry in The Dressing Diaries is all about the “tasting party” I threw before launching LAV — aka my salad dressing baby.

Around this time last year, I had just wrapped a test run, and I finally had samples I was proud of. Naturally, I wanted my friends to try them… so I threw a tasting party!

In another life, I’d absolutely have a side hustle as a party planner, but for now, I channel that creative energy into events for LAV. I went all in — packaging samples, real dressing to taste, and brand assets I hadn’t even fully tapped into yet. It was my first chance to really bring the brand to life in a physical space.

Growing up with a mom who loves to host, I knew what I was signing up for. So yes, I started prepping a full week in advance. I know what you’re thinking: who has time for that?! But honestly, chipping away at the details little by little saved me a ton of time (and stress) in the end.

Since this was my first real “brand event,” I wanted it to hit all the marks. Of course, I wanted my friends to have fun — but I also wanted them to walk away genuinely excited to share LAV, both online and IRL. Your friends and family are your first (and often best) brand ambassadors, so treat them like it. Pour into them, and they’ll pour right back into you.

Stationary:

An invitation is your guest’s first touchpoint — it sets the tone for the whole experience. I designed these in Canva using some of my brand graphics, and while the invites went out virtually, I had the menus physically printed.

Design details:

• Merch: My mom and I hand-sewed these sweatshirts for each girl — a true labor of love. It was such a special way to add a personal touch (and let’s be real, nothing beats cozy branded merch).

• Photobook: I knew my friends would show up in iconic outfits, so I wanted to document the moment. Each guest took a Polaroid and added it to a page in the book with a little note. Now I have the sweetest keepsake to remember the night.

• Florals: Instead of full bouquets, I opted for bud vases scattered throughout the space. I stuck to a palette of orange, pink, and green — LAV colors, of course!

Food prep:

We made three different salads to highlight each of the three dressings — plus chicken and salmon because... protein, duh! Huge shoutout to my idol Mitzi, who came early to chef it up with me. She’s an actual rockstar and I seriously couldn’t have pulled it off without her. Pro tip: don’t be afraid to ask for help — it makes everything way more fun (and way less stressful).

Film cameras:

One of my favorite parts of the night: I grabbed a few disposable film cameras and printed my own stickers to brand them with LAV flair. After dinner, everyone started snapping photos, and I got the film developed the very next day! It was such a fun (and easy) way to capture even more moments from the night — highly recommend if you’re planning a gathering.

The salads:

• Original Za’atar was featured on a gem salad with grilled veggies & feta.

• Sweet Pomegranate was featured on pink radicchio with citrus, fennel & green olives.

• Creamy Tahini was featured on a kale salad with parm and crispy chickpeas.

Finished Tablescape:

Each chair had a LAV sweatshirt draped over it (the cutest take-home moment), with napkins alternating between green and turquoise — Amazon for the win. I also put together little paper bags with a few LAV stickers and a handwritten note for each guest.

Let the fun begin!

Safe to say… everyone understood the assignment. And because I prepped so much ahead of time, I actually got to enjoy the night and soak up all the moments!

The photos:

Honestly I don’t think a paid photographer could have gotten better pics. Keep it fun and laid back and see what happens organically! You might be surprised.

Always have cake:

Who says you can’t have cake at a salad dressing party? Not me. A sweet treat is mandatory, obviously — so I threw some candles in it and called it a day. Life’s short. Celebrate the salad dressing.

Takeaways

YYou don’t need a personal brand or product to throw a tasting party. At the end of the day, this was really just a dinner party that happened to feature my product!

It’s spring — fresh produce is back in rotation, people are wearing color again, and it’s the perfect time to gather your people. Create a cute invite, curate a little moodboard, and just have fun with it.

I linked a few of my go-to dinner party necessities here, but feel free to DM me if you need help pulling yours together!

Dress well.

Natalie

This morning’s podcast of choice was The Skinny Confidential (duh), and today’s episode was allll about branding. A great listen for anyone interested in building a brand in the consumer products space. Guest Sara Brooks talked about how she loves the process of building a brand in the messy stages, and that really resonated with me. Figuring out what makes someone choose one product over another feels like a game I’m addicted to playing. And the fun (?) thing is—it never ends. You constantly have to be ready to pivot and evolve while maintaining a clear vision and immense focus. Oh, and even if/when you get someone to purchase, how do you get them to come back again and again? (That’s a whole other topic.)

There are so many facets to a purchasing decision, but to keep this short, today I’m focusing on package design. After all, for the most part, we all judge a book by its cover. In CPG, that “cover” is packaging.

Now, it’s important to note that selling online vs. in-store is completely different. Online, you have more levers to pull to get in front of a consumer—most purchases happen after they’ve engaged with some form of digital marketing you intentionally put in front of them. But in-store? Your product has to speak for itself. No video, no spokesperson—just the packaging. Truthfully, I’m still learning the retail sector, so there’s a lot I don’t know yet. (This post from Scout Brisson of De Soi was super insightful if you’re into retail packaging evolution.) But at the end of the day, we all know what it’s like to be a consumer in a grocery store, and that perspective alone is valuable.

The Beginning of LAV

I first made prototypes of LAV while interning at MOSH and bringing salads to the office every day. I literally ordered baby food pouches off Amazon and filled them with my homemade dressings. I can’t pinpoint exactly how I landed on the Armenian word LAV, but it resonated with me, and I ran with it.

People used to say brand names should be short and monosyllabic, but now there’s a whole wave of brands with debatable or provocative names (Rotten, Trashy, Liquid Death). So I don’t think there’s a single right formula anymore.

Once the initial R&D was done, it was time to create a real logo and packaging. I loved my Avery stickers and Canva logo, but I had a much more granular vision for LAV. I worked with Brandparents (and still do!), a boutique design agency, to bring that vision to life. I had spent enough time in Erewhon and online to know what kind of aesthetic resonated with me and what was trending at the time.

I spent hours on IG, LinkedIn, and Dieline studying how other brands positioned themselves. Since I wasn’t working with a huge branding agency doing consumer research and concept exploration, I had to be scrappy. I had virtually no budget, but Brandparents helped me translate my ideas into something real. I had a mood board too, but I can’t seem to find it now (sorry!!).

Rather than designing a logo and slapping it onto packaging, we worked on both simultaneously to ensure everything felt cohesive.

Round 1: What Do You Think?

Here were some of the first design options. I almost immediately gravitated toward the bottom left one. Naturally, I sent screenshots to my family and friends to get their opinions. The men in my family preferred the sleeker, linear fonts, while the women gravitated toward the playful, round ones.

That brings me to an important point: know who you’re designing for. Figuring out your target customer is hard, but when you do, it makes designing so much easier. I knew I wasn’t marketing LAV toward men, so I leaned into more of the female opinions.

Getting Closer…

Another round of mockups.

While I thought the character-based designs were fun, I’d seen too many brands take that route. I wanted LAV to stand out and not be boxed into a certain category. As you can see, the top right options were more my style, and that’s how we landed on the final design.

The Final Look

It was actually my mom’s idea to add the droplets, and I’m so glad we did. Once the full pouch design was locked in, we refined the individual dressing packets and finalized the logo.

Logos!

LAV means “well” in Armenian, so I always knew I wanted to incorporate the tagline “dress well.”

Social Media Assets

Once the color palette, fonts, and brand elements were finalized, I worked with a friend from USC to create graphics for social. Candidly, this was my favorite part. Seeing all the colors come together made me so happy. While our graphics have evolved since then, I still reference the original Figma boards weekly, making sure we stay consistent in our brand identity.

Where We’re At Now

Currently, LAV is sold out (EEK!), and I’m working behind the scenes to make sure our next round of production is even better than the last. Which means a lot of dressing tasting, subtle formulation tweaks, and… some exciting things I can’t share just yet. (If I’ve learned anything over the past three years, it’s that teasing only adds stress—so I won’t be hinting at anything until it’s all ready to go!)

I’m excited to keep documenting this journey here and open to writing about anything of interest.. Leave me a comment if there are any topics you’d like to know more about! As always, this is just my personal experience building a product and I’m learning as I go. Everyday is a new opportunity to grow!

Dress well.

Natalie

Last night, my dad hit me with, “You know it’s daylight saving, not savings…” And just like that, I was sent into a spiral—so I’m bringing you along with me.

How often do we question our reality? I’ve always said daylight savings because it’s the norm; it’s what everyone else says. I never even paused to research or think about this whole clock-changing ritual we do to create more light in the evenings.

Why bring this up? I should probably be talking about building a company (stay in your lane, Natalie). But the saving vs. savings debate represents something bigger: How often do we do our own research? How often do we look beyond what we’re taught? Are we afraid to go beyond what’s expected—what’s acceptable—to think or speak differently?

For many, doing things differently is terrifying.

“What will people think if I launch that business?”

“How will I be perceived if I post on social media?”

“Will they talk about me if I stop drinking and change my habits?”

The list goes on. And on. And on.

The reality? Being like everyone else is comfortable. It’s normal. It’s easy. Life is already hard—why make it harder?

I’ll tell you why. You’ve heard it a thousand times: real growth, change, and evolution require stepping outside of comfort. One of my favorite quotes is:

"Insanity is doing the same thing over and over again and expecting different results.” —Einstein.

Let me be clear: I’m not saying you need to quit your job, launch a business, and start over completely. Social media has glamorized that idea, and honestly, it’s getting old. For most, a total life overhaul isn’t realistic. But there are ways to challenge yourself daily. Maybe it’s taking the steeper trail on your walk, turning the shower to cold for a minute at the end, or taking a few deep breaths in the morning to center yourself. These small moments of discomfort add up, creating a general sense of strength and resilience over time.

I was listening to a podcast earlier today—Kelly Leveque interviewing Jeff Krasno—where they talked about “good stress.” Yes, they went deep into contrast therapy and the ketotarian diet, but what stuck with me was the idea that embracing discomfort makes us stronger.

So why does this matter? Well, if I’m going to encourage you to think beyond the norm, it’s just as important to have a strong foundation for life. Think of it this way: if you’re going to turn on the water, you better have the right plumbing in place. Weak pipes can’t handle the pressure. (Full credit to my cousin for that analogy.)

Now, to the real point of this: a strong foundation isn’t just physical—it’s emotional. The ability to regulate your emotions is one of the most powerful skills you can develop.

When I was a senior in college working to launch my product, I was riding an emotional rollercoaster. Every time I set a launch date, something fell through. Every time, I’d cry, get depressed, or spiral into crazy mood swings. Honestly, I wasn’t that fun to be around. On top of that, I was documenting the whole journey on social media, feeling like I was on display for everyone to see. It was all self-inflicted, but I had no idea how to manage it.

It wasn’t until I learned to regulate my emotions that I unlocked a deeper kind of strength. As a solo founder, it’s easy to feel like you are your business. But the truth is, LAV is something I’m building—it’s a product that helps people eat better and enjoy high-quality meals more easily. It’s a business. It’s not me. Don’t get me wrong, I still have my tough days and weeks, but this outlook has helped me immensely.

So what is emotional regulation? It’s a skill—the ability to recognize and respond to emotions without letting them consume you. During my senior year at USC, I took a course called The Science of Peak Performance with Dr. Glenn Fox. One day, he brought in a Navy SEAL to speak about mental strength. The lesson? You can have the highest VO2 max, the heaviest deadlift, the most insane endurance—but the strongest person in the room is the one who can regulate their emotions and master their mind. Because at the end of the day, life is a mental game.

At the end of the day, whatever you want to pursue—whether it’s launching a business, making a big life change, or simply showing up differently in the world—it all starts with emotional regulation. Talent, strategy, and even hard work will only get you so far if you can’t manage your mind. Because the truth is, the journey will never be smooth. There will be setbacks, doubts, and moments when it feels like nothing is going your way. The difference between those who keep going and those who quit isn’t that the successful ones never feel fear or frustration—it’s that they don’t let those emotions dictate their actions. So if you’re waiting for the perfect time, for the right circumstances, for some magical moment when you feel 100% ready—it’s not coming. The only way forward is to build the inner resilience to handle the inevitable highs and lows. And that starts now, in the small moments—when you choose to pause instead of react, when you shift your perspective instead of spiraling, when you remind yourself that discomfort isn’t a reason to stop, but a sign that you’re growing.

So I leave you with one of my favorite phrases that I repeat to myself often: “Observe your thoughts, don’t react to them.”

Dress well.

Natalie

Hello ladies & gents.

Let me preface by saying that I don’t know if I’m qualified to write on here. In all honesty, most days, I feel like I’m role-playing. Me? A founder? That word honestly makes me cringe when I hear it. I didn’t “find” anything; I just had an idea and decided to act on it.

That being said! This journey as a founder, as confusing, inspiring, challenging, and rewarding as it is, has taught me more in 2 years than any semester-long course ever did (but college has plenty of other lessons, and that’s a separate post). So, I thought it would be fun to talk about it, considering I’m still in my post-Ina-Garten-memoir phase.

Through the product development lifecycle, from ideation → production → launch → marketing (and everything in between) I have learned A LOT of “stuff.” I say “stuff” because I don’t know another word that correctly encompasses everything building a business teaches you. It’s difficult to categorize your learnings through entrepreneurship. Some days, I’m diving deep into the inner workings of Quickbooks, and other days, I’m filming recipes and analyzing die-lines for new packaging. Oh, and most days? There’s little to report (but that’s important, too).

So, if you’ve made it this far (thank you !!!) and are confused about what in the heck I’m talking about and who I am, allow me to introduce myself.

I’m Natalie Felikian, the 22-year-old founder of LAV, a salad dressing company made from clean, Armenian-inspired ingredients. However, for years before this endeavor, I was (and still am) just an Armenian-American girl who loves to cook in the kitchen, hang out with her family, shop for things that I don’t need (but bring me joy), dance (competitively for 6 years), learn new things, and take fun photos with my friends. I’m also a SoCal native who is currently (like many of you) living in a Nancy Meyers + Ina Garten + Martha Stewart obsessed mentality.

Most founders in the CPG space are posting on Linkedin. However, I find that app a bit scary. It can feel intimidating to post when others are landing nationwide retail deals or securing $XYZ in round # ?? in funding. When I do do it, I usually post and immediately close the tab (LOL). So, I’m taking to Substack as a new medium. I may have started a company, but I’m still 22. As they say, “I want to be where the people are…” and I feel like my people are here. So, what’s the point of reading my Substack? Well, that brings me to my first learning.

#1: “What value will you provide for the consumer?”

Business class 101, I know, but hear me out. In the age of the influencer, content is abundant. Do we really need to subscribe to another Substack? To follow another TikToker? Heck, to buy another salad dressing?

That’s where the value piece comes in. What do you bring to the table? How is what you’re offering better? Different? If you can’t answer that question, dig deeper. Consider factors like time, location, cultural sentiment, personal interest, etc. Everyone has something to offer.

So, I’m turning my question back on myself. What value will my Substack provide?

When I had the idea for LAV, I didn’t know the first thing about building a brand or developing a product. But over time—through constant research, excessive networking calls, and more failures than I can count—I’ve learned a few things. And I’m still learning every single day.

In fact, this journey is just getting started (I literally just launched my product on Amazon in January). But if someone had offered me a Substack like this 2 ½ years ago, I would have devoured it. Yes, there are plenty of people documenting their brands on TikTok and Instagram (and I love those, too), but I’ve always wanted the nitty-gritty—the details you don’t always see online. The branding, packaging, and marketing nuances that make a product truly stand out amongst others. And most importantly, the people behind those products, making those decisions.

I remember last year, when I heard Diana Cohen of Crown Affair speak at a USC sorority event, and my perspective completely shifted. She broke down branding in a way I had never heard before—talking about typography, Pantone shades, and even the role of art history in product storytelling. It was mind-blowing to realize that a haircare product on Sephora’s shelves wasn’t just about good ingredients; there was a world of thought, intention, and design behind it.

That’s the kind of insight I was searching for back then. And that’s exactly what I want to share here on Substack—an unfiltered, thoughtfully explained look at what it really takes to build a brand from scratch.

Oh and I’m incapable of staying in one lane, so I’ll occasionally share what’s inspiring me that week–what I’m cooking, reading, listening to, laughing about, etc. All of which directly influence the greater brand I hope to create one day. In the name of LAV, I’ll be calling these “droplets of the week.” See below!

Banana PB date recipe

American vintage sweater vest

Dress well.