CREATIVE DIRECTOR /
SENIOR GRAPHIC &
BRAND DESIGNER
WIYA
Transforming abstract business goals into powerful, high-end visual systems. Great design doesn’t just decorate it defines.
CORPORTATE IDENTITY DESIGN
& VISUAL STRATEGIST
Transforming abstract business goals into powerful, high-end visual systems."
"Great design doesn’t just decorate it defines.
As a Senior Visual Strategist, I collaborate with ambitious brands to decode their DNA and alchemize it into a striking, unified corporate identity.
Leveraging a decade-long foundation in brand systems and design, I craft seamless visual ecosystems spanning branding, packaging, and digital interfaces that communicate value, build deep trust, and capture the market."
The identity turns the emotional effect of a good idea into a visual language. Rather than making creativity feel serious or overly polished, I built the brand around expressive forms, energetic color, and playful imperfections creating a system that feels spontaneous and joyful while remaining intentional and recognizable.
ENDORPHINS CREATIVE
WHAT WE DO?
01 — LOGO IDENTITY
The logo was designed as an expressive typographic mark rather than a conventional studio wordmark. Its soft, irregular letterforms stretch, connect, and flow into one another, reflecting the unpredictable way ideas evolve. The compact silhouette keeps that spontaneity contained, balancing creative freedom with a strong, recognizable form.
02 — COLOR SYSTEM
The color system mirrors the emotional lift behind the Endorphins name. Black and warm neutrals create a grounded foundation, while vivid orange, pink, yellow, blue, and green introduce moments of energy and surprise. Instead of assigning one fixed color to the brand, the palette is designed to shift and interact—allowing every application to feel different while still belonging to the same visual world.
03 — GRAPHIC LANGUAGE
The graphic language grows from the same fluid character as the logo. Organic shapes expand, overlap, crop, and move freely across layouts, acting as visual bursts of energy. Their irregularity gives the system personality, while consistent scale, color, and composition keep the brand cohesive across different formats.
04 —
PRINT
&
EDITORIAL
Print applications extend the identity through bold typography, generous space, and playful interruptions of color. Rather than repeating the logo as the primary graphic on every piece, the system allows typography, organic forms, and composition to carry the brand—giving each application its own personality without losing recognition.
05 — MERCHANDISE
Merchandise turns the identity into something people can physically experience. The logo and graphic elements were adapted across apparel, packaging, stickers, and everyday objects, allowing the studio’s playful energy to move beyond the screen and become part of daily life.
06 — DIGITAL / WEBSITE
The digital experience translates the same expressive system into motion and interaction. Bold typography establishes hierarchy, while flexible shapes, color shifts, and intentional whitespace create rhythm across the interface. The result is a website that feels energetic and creative without sacrificing clarity or usability.
07 — BRAND SYSTEM
Rather than creating a fixed set of branded assets, I designed Endorphins as a flexible visual system. The logo, typography, color, organic forms, photography, and composition can shift independently while sharing the same personality—giving the brand enough consistency to be recognizable and enough freedom to stay creative.
Lovexury transforms vintage scarves and handkerchiefs into modern heirlooms, celebrating the beauty of craftsmanship, thoughtful details, and the stories carried through every piece. The identity brings together vintage character and contemporary refinement to create a brand experience that feels elegant, collectible, and timeless—without feeling dated.
How can a vintage accessory brand feel rooted in heritage without looking old-fashioned—and luxurious without relying on the visual clichés of luxury?
01 —
THE CHALLENGE
The challenge was to preserve the romance, individuality, and sense of history associated with vintage pieces while building a visual language that could live naturally in a contemporary fashion and lifestyle market.
02 —
THE
CREATIVE
IDEA
TIED THROUGH TIME
The creative idea is built around connection: between past and present, object and owner, craftsmanship and personal expression. The knot became the central visual metaphor—not simply because scarves are tied, but because a knot represents the moment an object becomes personal. It connects a vintage piece from another time to the story of the person wearing it today.
03 —
LOGO
SYSTEM
A MONOGRAM THAT CONNECTS PAST AND PRESENT
The LR monogram is constructed as two letterforms brought together by a scarf-like knot, turning the initials into a visual expression of connection. Rather than placing the scarf beside the typography as decoration, it physically becomes part of the mark—binding the structure together and making the brand idea inseparable from the logo itself.
A botanical form grows through the structured serif letterforms, creating a deliberate contrast between precision and softness. The typography carries the permanence and sophistication of heritage design, while the organic illustration introduces individuality, movement, and femininity. A fine circular arc completes the composition with a sense of continuity—suggesting that a beautiful object can move through time while taking on new meaning.
04 —
COLOR PALETTE
A PALETTE THAT FEELS COLLECTED, NOT CREATED YESTERDAY.
The palette draws from the physical world surrounding vintage objects rather than conventional fashion trends. Ivory and vintage taupe reference aged paper, natural silk, and archival materials; black provides structure and contrast; champagne gold adds a restrained sense of ceremony; while deep olive introduces richness with more character than a predictable luxury neutral.
Together, the colors create a world that feels warm, established, and quietly valuable—as though the identity has developed a history of its own.
06 —PACKAGING
TURNING PURCHASE INTO RITUAL
Packaging was designed around the idea that receiving a vintage piece should feel closer to opening something treasured than unpacking an ordinary purchase. The experience unfolds through layers—box, tissue, seal, tag, care information, and personal message—creating small moments of anticipation before the product is revealed.
Soft ivory materials establish warmth, while black and deep olive create contrast and champagne-gold details introduce moments of ceremony. The result turns packaging from a container into part of the product’s perceived value: something considered, preserved, and worth keeping.
07 —
PRINT COLLATERAL
DETAILS BUILD VALUE
The print system extends the identity into the smallest customer touchpoints. Care cards, tags, stationery, packing materials, and personal notes share the same typographic hierarchy, restrained palette, and tactile character, creating consistency without making every piece identical. Each item has a functional role, but together they communicate something larger: that every object has been selected, handled, and presented with intention.
05 —TYPOGRAPHY
HERITAGE, WITHOUT NOSTALGIA.
Typography bridges the same two worlds as the brand itself. Canela brings elegance, character, and an editorial quality that complements the romance of vintage fashion, while Neue Haas Grotesk introduces clarity and contemporary structure across functional information. The contrast allows Lovexury to reference heritage without becoming nostalgic—keeping the brand firmly in the present.
08 —
ART DIRECTION & SOCIAL MEDIA
DESIGNING TRUST INTO THE EXPERIENCE
For a vintage brand, value is closely connected to provenance, condition, and trust. I introduced an authentication system using a dedicated seal and certificate to give each piece a stronger sense of legitimacy and collectibility.
Borrowing visual cues from archival documentation and traditional seals, the system reinforces the idea that each scarf is not simply inventory—it is an individual piece with a history worth preserving.
09 —
ART DIRECTION & SOCIAL MEDIA
MAKING VINTAGE FEEL LIVED, NOT ARCHIVED
The art direction presents vintage as something to live with, not simply admire. Warm natural light, tactile fabrics, intimate crops, botanical details, and quiet moments of styling create a visual world that feels personal and contemporary while preserving the romance of the pieces themselves.
Across social media, product imagery is balanced with editorial storytelling, collection launches, details, and brand messages—creating consistency in mood without relying on a repetitive template.
LUXUMY is a luxury vintage destination dedicated to authentic pre-loved designer pieces, curated with elegance, trust, and timeless appeal. The identity reframes resale as a premium experience—celebrating craftsmanship, extending the life of iconic pieces, and making conscious luxury feel as desirable as buying new.
WHAT WE DO?
01—
LOGO & IDENTITY
The identity centers on Ganesha, a symbol of wisdom, prosperity, and new beginnings, seated upon a lotus representing renewal and enduring beauty. Together, they express LUXUMY’s belief that exceptional pieces can begin a meaningful new chapter. Refined linework and elegant typography transform these symbolic elements into a contemporary luxury mark—distinctive enough to own, yet restrained enough to sit alongside the world’s most iconic fashion houses.
02—
COLOR PALETTE
Dusty rose brings warmth and femininity without feeling overly youthful, while mauve adds maturity and depth. Champagne gold introduces the language of luxury and craftsmanship, balanced by ivory and taupe for a softer sense of timelessness. Together, the palette positions pre-loved fashion not as “secondhand,” but as something considered, collectible, and worth cherishing again.
03—
PACKAGING & AUTHENTICATION
Packaging was designed to make
pre-loved luxury feel worthy of a first-class unboxing experience. Structured boxes, dust bags, shopping bags, and refined gold details turn every purchase into an occasion rather than a transaction. An authentication card with a unique item code and QR system adds a functional layer of trust—transforming authenticity from a promise into a visible part of the brand experience.
04—
PRINT & BRAND COLLATERAL
05—
MERCHANDISE
Print materials extend the same sense of care beyond the product itself. Thank-you cards, stationery, tags, and branded inserts use generous space, delicate typography, and subtle gold accents to create quiet moments of recognition—reinforcing that every LUXUMY purchase has been intentionally selected, authenticated, and presented.
Merchandise turns the identity into objects customers can continue using beyond the purchase. Silk twillies, bag charms, leather tags, totes, drinkware, and lifestyle pieces extend LUXUMY from a resale destination into a recognizable luxury world—designed to feel collectible rather than promotional.
I DON'T GIVE A FAT
FASHION · BODY POSITIVITY · BRAND IDENTITY · MERCHANDISE
IDGAF — I DON’T GIVE A FAT — is an inclusive fashion and lifestyle brand created to challenge conventional beauty standards and celebrate confidence in every body.
Built around self-love, body diversity, and unapologetic self-expression, the identity transforms a provocative name into a positive statement of ownership: your body is not something to apologize for.
The project spans logo design, visual identity, packaging, merchandise, digital assets, website, and print collateral—creating a cohesive brand that feels confident, expressive, inclusive, and distinctly fashion-forward.
WHAT WE DO?
01—
LOGO & IDENTITY
The IDGAF identity turns the brand’s provocative name into a confident fashion statement. A refined editorial wordmark creates an intentional contrast between the bold attitude of “I DON’T GIVE A FAT” and a sophisticated visual expression—proving that body-positive fashion does not need to look loud to be powerful.
The stacked letterforms create a compact, recognizable mark that works naturally across apparel, labels, packaging, and digital applications, while the diagonal detail introduces movement and individuality into an otherwise controlled composition.
02—
COLOR PALETTE
Inspired by the natural diversity of human skin, the palette moves through cocoa, mocha, warm taupe, nude, cream, and soft neutral tones. Rather than defining beauty through a single idealized shade, the spectrum celebrates variation as part of the brand itself.
The restrained, tonal palette also gives IDGAF a contemporary fashion sensibility—allowing the message and the people wearing the brand to remain the strongest visual statement.
03—
PACKAGING & LABEL SYSTEM
Packaging extends the same inclusive philosophy through tactile, understated materials and a flexible labeling system. Boxes, tissue paper, woven labels, care labels, hang tags, shopping bags, and thank-you cards create a consistent experience from product selection to unboxing.
Rather than over-branding every surface, the system uses repetition, material, typography, and small moments of messaging to build recognition while keeping the experience personal and fashion-led.
04—
PRINT & BRAND MESSAGING
Print collateral turns the brand voice into short, direct statements centered on self-love, confidence, and taking up space. Messages such as “Fashion is about taking up space.” and “Thank you for taking up space.” transform functional touchpoints into moments of encouragement.
This allows the verbal identity and visual identity to work together—making empowerment something the audience encounters throughout the brand experience rather than only in advertising.
05—
DIGITAL EXPERIENCE
The website translates IDGAF’s editorial fashion language into a clear, inclusive shopping experience. Strong typography, body-diverse imagery, generous scale, and a restrained neutral palette keep the products and people at the center while maintaining the brand’s confident personality.
Across desktop and mobile, the visual system is designed to feel less like conventional “plus-size fashion” and more like a contemporary fashion brand that simply represents more bodies.
BEHIND THE SUN is a contemporary sunglasses brand built around confidence, individuality, and the freedom to go beyond the expected. Inspired by the relationship between sunlight, shadow, and the solar eclipse, the identity transforms these natural contrasts into a bold luxury system—where darkness creates drama, light reveals detail, and every touchpoint feels mysterious, expressive, and intentional.
WHAT WE DO?
01—
LOGO &
IDENTITY
The logo captures the defining moment of an eclipse—when light is partially concealed but becomes even more striking because of the darkness around it. A refined wordmark is paired with a crescent form and a concentrated point of light, creating a visual metaphor for the brand itself: confidence that does not need to be fully revealed to be noticed.
02—
COLOR
SYSTEM
The palette is built around the visual tension of an eclipse. Eclipse black creates depth and mystery, while shadow gray and warm gold introduce dimension and controlled luxury. Electric blue and flare pink appear as concentrated bursts of light—unexpected accents inspired by optical flares and the spectrum revealed when light breaks through darkness.
03—
PACKAGING
SYSTEM
The palette is built around the visual tension of an eclipse. Eclipse black creates depth and mystery, while shadow gray and warm gold introduce dimension and controlled luxury. Electric blue and flare pink appear as concentrated bursts of light—unexpected accents inspired by optical flares and the spectrum revealed when light breaks through darkness.
04—
PRINT & EDITORIAL
Print materials use dramatic scale, restrained typography, and eclipse-led imagery to create a fashion-editorial tone. High contrast and intentional negative space allow the product and message to command attention, while recurring celestial details keep each application connected to the larger brand world.
05—
DIGITAL EXPERIENCE
The digital experience translates the brand’s cinematic atmosphere into a product-led interface. Dark environments, controlled flashes of light, oversized imagery, and refined typography create visual drama without competing with the eyewear, balancing fashion storytelling with clear product discovery and navigation.
06—PHOTOGRAPHY & ART DIRECTION
Photography explores the relationship between visibility and concealment. Directional sunlight, deep shadow, silhouettes, reflections, and warm skin tones create images that feel cinematic rather than conventionally polished. The eyewear becomes part of the attitude—not simply a product being displayed, but a device that shapes how the wearer is seen.
ICHI celebrates the ritual of single-origin matcha through a quiet luxury identity inspired by Japanese minimalism. Every touchpoint—from logo and packaging to photography, digital experiences, merchandise, and retail—expresses purity, intention, and timeless craftsmanship, creating a calm and authentic brand experience rooted in Uji, Kyoto.
WHAT WE DO?
01—
THE
BRAND
MATCHA AS A RITUAL,
NOT A TREND.
ICHI is a premium single-origin matcha brand rooted in Uji, Kyoto—one of Japan’s most celebrated matcha-producing regions. The brand approaches matcha not simply as a beverage, but as a daily ritual shaped by origin, season, craftsmanship, and intention.
Rather than competing through loud wellness claims or trend-driven aesthetics, ICHI creates value through restraint: allowing provenance, material, and product quality to speak with quiet confidence.
02—
THE CHALLENGE
HOW DO YOU DESIGN PREMIUM WITHOUT DECORATING IT?
The challenge was to communicate premium quality without relying on the visual conventions typically used to signal luxury. ICHI needed to feel refined without becoming ornamental, Japanese without becoming stereotypical, and contemporary without losing the sense of tradition behind matcha culture.
The solution was not to add more, but to determine what could be removed—leaving only the elements that communicate origin, ritual, and quality with purpose.
03—CREATIVE DIRECTION
QUIET BY DESIGN.
The creative direction is built around intentional restraint. Inspired by Japanese principles of simplicity, negative space, natural materials, and appreciation for imperfection, the identity creates a visual environment where every element has room to breathe.
Nothing is designed to compete for attention. Instead, hierarchy, proportion, material, and space work together to slow the experience down—reflecting the same mindfulness found in the preparation of matcha itself.
04—
LOGO & IDENTITY
A MARK THAT DOESN'T NEED TO SHOUT.
The ICHI wordmark was intentionally kept direct and understated. Its clean geometric structure gives the identity clarity and contemporary precision, while generous spacing creates the calm, measured rhythm that defines the wider brand system.
Rather than asking the logo to carry the entire personality of the brand, I designed it to act as a quiet signature—allowing origin, typography, photography, materials, and packaging architecture to build the richer story around it.
05—INFORMATIONSYSTEM
ORIGIN BECOMES IDENTITY.
Provenance is treated as a core visual element rather than secondary product information. Region, harvest, lot number, and weight are integrated directly into the hierarchy, giving each package the language of a carefully documented object rather than a mass-market commodity.
This transforms traceability into brand character: the information that proves the quality of the matcha also becomes part of what makes ICHI visually distinctive.
06—
LOGO & IDENTITY
COLOR TAKEN FROM THE PRODUCT'S WORLD
The palette avoids artificial brightness in favor of colors drawn from the physical world of matcha: powdered tea, shaded fields, charcoal ceramics, natural paper, soil, and stone.
Muted greens establish a direct connection to the product, while charcoal and warm neutrals create depth without introducing conventional luxury cues such as glossy black or excessive metallic finishes. The result feels premium because of material honesty rather than decoration.
08—LANDSCAPE / PHOTOGRAPHY
A SENSE OF PLACE
Photography is used sparingly to connect the product back to its landscape. Rather than functioning as decoration, images of Uji and tea-growing environments provide context for origin—reminding the customer that every tin begins with a specific place, climate, harvest, and maker.
09—
PRINT & EDITORIAL
SPACE AS PART OF THE LANGUAGE
Print materials extend the same philosophy through generous negative space, restrained typography, and tactile substrates. Editorial layouts are intentionally paced rather than densely filled, creating moments of pause that support education about origin, preparation, and the ritual of matcha.
Here, empty space is not unused space—it is part of the brand's rhythm.
07—PACKAGING SYSTEM
PACKAGING AS PROVENANCE
The packaging system was designed to make each product feel specific to its origin rather than interchangeable. Harvest season, lot number, region, and product type become part of a consistent modular hierarchy that can expand across tins, pouches, cartons, gift sets, and future varieties.
Subtle landscape imagery introduces place without overpowering the information system, while tactile paper, restrained labeling, and minimal finishes reinforce the sense of something carefully sourced and deliberately prepared.
EVERY PACKAGE SHOULD FEEL CLOSER TO A HARVEST RECORD THAN A MARKETING OBJECT.
ICHI is built as a system in which restraint carries meaning. The logo remains quiet, provenance becomes visual language, packaging communicates traceability, photography creates a sense of place, and space controls the pace of the experience.
Rather than adding visual elements to make the brand feel premium, I removed everything that did not strengthen the relationship between product, origin, and ritual. The result is an identity that feels calm not because it lacks expression, but because every expression has a reason to exist.
THE SYSTEM
THE CREATIVE IDEA "THAI CHARACTER, REFINED."
The identity is built on the idea of translation rather than imitation. Instead of reproducing traditional Thai ornament literally, I distilled its geometry, rhythm, symmetry, and sense of craftsmanship into a simpler contemporary system. This allows the brand to carry the character of Thai design without feeling themed or nostalgic.
WHAT WE DO?
01 — LOGO & SYMBOL
The symbol draws from the symmetry and pointed geometry found throughout traditional Thai decorative arts. Rather than reproducing a specific historical motif, I reduced those characteristics into a compact geometric mark—creating something that feels culturally familiar without becoming literal.
Its four-directional structure gives the identity a sense of balance and presence, while the open negative space keeps the mark light enough to function across everything from restaurant signage to small packaging applications.
The serif wordmark introduces a more refined hospitality character, balancing the geometry of the symbol with warmth and familiarity. Together, the two elements position Thai BBQ Original between cultural heritage and contemporary dining.
05 —PATTERN / GRAPHIC LANGUAGE
03 —TYPOGRAPHY
ELEGANCE WITH CLARITY
The typography balances an expressive serif with a restrained supporting type system. The serif brings distinction and a sense of occasion to the brand name, while cleaner secondary typography keeps menus, packaging information, and digital content highly legible.
This hierarchy allows the identity to feel premium at first glance without sacrificing the clarity required in a fast-moving restaurant environment.
04 —PACKAGING
THE RESTAURANT EXPERIENCE, TO GO.
The packaging system was designed as an extension of the restaurant rather than a separate takeaway identity. Premium navy applications create stronger brand moments, while natural kraft formats keep high-volume food packaging practical, tactile, and approachable.
The symbol, typography, and Thai-inspired pattern scale across boxes, bowls, cups, sauce containers, bags, and utensils, allowing even the smallest touchpoint to reinforce the same visual language.
DESIGNED FOR THE TABLE, NOT JUST THE BRAND BOARD
Menus and print collateral translate the visual identity into the practical rhythm of the restaurant experience. Clear information hierarchy supports quick decision-making, while restrained use of the symbol, pattern, and gold detailing preserves the premium character of the brand.
The goal was consistency without visual overload—allowing the food to remain the hero while the identity quietly frames the experience around it.
02 —
COLOR PALETTE
TURNING PURCHASE INTO RITUAL
Packaging was designed around the idea that receiving a vintage piece should feel closer to opening something treasured than unpacking an ordinary purchase. The experience unfolds through layers—box, tissue, seal, tag, care information, and personal message—creating small moments of anticipation before the product is revealed.
Soft ivory materials establish warmth, while black and deep olive create contrast and champagne-gold details introduce moments of ceremony. The result turns packaging from a container into part of the product’s perceived value: something considered, preserved, and worth keeping.
06 —
FROM DISCOVERY TO DINING
The digital experience carries the atmosphere of the physical brand into an intuitive online journey. Rich food photography creates appetite and immediacy, while the dark visual framework reinforces the premium identity and gives the warm colors of Thai cuisine greater impact.
Clear navigation prioritizes the actions restaurant customers need most—exploring the menu, discovering the brand, locating the restaurant, and moving toward an order or visit—balancing storytelling with utility.
"THE BRAND SHOULD STILL FEEL LIKE
THAI BBQ ORIGINAL— EVEN AFTER IT LEAVES THE RESTAURANT."
SRI SIAM CHAI
THAI RESTUARANT
SRI SIAM CHAI THAI is a premium-casual Thai restaurant built around authentic flavors, warm hospitality, and the richness of Thai cultural heritage. The identity reinterprets traditional Thai visual cues through a contemporary lens—balancing heritage-inspired forms, refined typography, and a rich yet approachable palette to create an experience that feels unmistakably Thai without feeling overly traditional.
WHAT WE DO?
01—
LOGO &
IDENTITY
The logo draws from the graceful geometry of traditional Thai architecture and decorative motifs, simplified into a distinctive contemporary frame. Its symmetrical structure communicates balance, craftsmanship, and cultural heritage, while the refined typography brings clarity and modernity. Rather than reproducing Thai ornament literally, the identity distills its visual character into a mark that feels authentic, premium, and relevant today.
02—
COLOR
SYSTEM
The palette translates the richness of Thai culture into a more contemporary hospitality language. Siam Emerald creates depth, trust, and a sense of premium craftsmanship, while Temple Gold references the warmth and decorative richness of Thai heritage. Thai Chili Red introduces energy and culinary vibrancy, balanced by Rice Cream and Smoked Charcoal for warmth, clarity, and everyday accessibility.
03—
PACKAGING SYSTEM
The packaging system carries the restaurant experience beyond the dining space. A consistent combination of emerald, natural kraft, gold detailing, and Thai-inspired pattern creates immediate recognition across takeout boxes, bowls, cups, bags, wraps, and delivery materials. The system was designed to feel premium enough to represent the restaurant while remaining practical, scalable, and approachable for everyday dining.
04—
PRINT & COLLATERAL
Menus, loyalty materials, cards, labels, and printed touchpoints extend the same balance of heritage and modernity. Decorative Thai-inspired details are used selectively rather than ornamentally, creating cultural character without overwhelming information or functionality.
05—
DIGITAL EXPERIENCE
The digital experience brings the same warmth and clarity into an easy-to-navigate environment. Food-led imagery, generous spacing, rich brand colors, and clear hierarchy balance appetite appeal with practical actions such as exploring the menu, ordering online, discovering catering, and learning the story behind the restaurant.
06—ENVIRONMENT & HOSPITALITY
Environmental branding translates the identity into a physical hospitality experience—from signage and service counters to uniforms, menus, takeaway areas, and subtle decorative details. The goal was not to create a themed Thai restaurant, but a contemporary space where cultural character is felt through material, color, rhythm, and service.
BOX BUTTER is a playful yet refined bakery identity built around one simple idea: the irresistible moment when butter begins to melt. Inspired by the warmth, movement, and indulgence of freshly baked goods, the identity transforms this familiar texture into a distinctive visual language that feels cheerful, contemporary, and instantly recognizable.
WHAT WE DO?
01—
LOGO & IDENTITY
The logo transforms the idea of a
“box of butter” into a simple visual metaphor:
a geometric cube softened by melting edges. The contrast between structure and fluidity captures the brand itself — organized and contemporary, yet warm, playful, and indulgent. The melting form becomes a recognizable graphic device that extends beyond the logo into the entire identity.
02—
COLOR PALETTE
Golden yellow draws directly from the richness of butter, bringing warmth, appetite, and optimism to the brand. Deep navy provides contrast and structure, balancing the playful yellow with a more confident, contemporary character. Together, the palette makes BOX BUTTER feel joyful without becoming childish.
03—
PACKAGING SYSTEM
Packaging turns the melting-butter motif into a flexible system rather than a decorative pattern. The graphic flows across boxes, cups, bags, labels, and takeaway formats, creating strong recognition even when the logo is not the focal point. Each format feels different while remaining unmistakably
BOX BUTTER.
04—
PRINT & BRAND COLLATERAL
Tags, labels, cards, stickers, and supporting print pieces carry the same bold shapes and graphic rhythm into smaller touchpoints. The system was designed to stay clear, recognizable, and playful across different scales while keeping the brand experience consistent.
05—MERCHANDISE
Merchandise extends the identity beyond packaging and into everyday brand interaction. Caps, tote bags, and reusable items use simplified combinations of the logo, color, and melting motif, turning BOX BUTTER into something customers can recognize — and carry — beyond the bakery.
06—
RETAIL & ENVIRONMENTAL
The retail environment scales the identity into physical space. Navy creates a strong architectural anchor, while yellow melting graphics guide attention across signage, counters, displays, and pickup areas. The result translates the playful packaging language into a cohesive and memorable bakery experience.
07—
DIGITAL EXPERIENCE
The website translates BOX BUTTER’s physical identity into a bold digital experience, using oversized product imagery, confident typography, and the signature yellow-and-navy graphic language. The interface keeps products at the center while preserving the same warmth, energy, and appetite appeal found in the packaging and retail environment.
THE DESIGN IDEA
Instead of treating butter simply as a product ingredient, I turned its most recognizable behavior — melting — into the foundation of the brand. One visual idea could then behave across every touchpoint, giving BOX BUTTER a system that is simple enough to remember, but flexible enough to grow.
YOUU CLINIC is a doctor-owned aesthetic clinic built around the belief that beauty should enhance individuality rather than redefine it. The identity balances medical credibility with warmth and quiet luxury, creating a premium yet approachable experience centered on personalized care.
The visual system extends across logo design, packaging, stationery, print collateral, social media, website, merchandise, and environmental branding—creating a cohesive experience from the first appointment to ongoing treatment and aftercare.
WHAT WE DO?
01—
LOGO & IDENTITY
The YOUU wordmark uses refined, elongated letterforms to express confidence, elegance, and individuality without relying on traditional beauty-clinic clichés. The generous spacing creates a sense of calm and precision, while the name “YOUU” keeps the focus on the individual—reinforcing the brand’s philosophy that aesthetic care should help clients become a better version of themselves, not someone else.
02—
COLOR PALETTE
A warm nude palette creates a soft, human foundation that feels closer to skin than to a traditional clinical environment. Deep teal introduces trust, professionalism, and contrast, while charcoal adds sophistication and visual clarity. Together, the palette balances warmth with medical credibility—allowing YOUU to feel premium without becoming intimidating or overly cosmetic.
03—
PACKAGING SYSTEM
The packaging system translates the clinic’s quiet-luxury identity into a structured family of skincare, treatment, and wellness products. Consistent typography, restrained color, and generous negative space create visual order across different formats, while subtle material and finish variations distinguish products without disrupting the overall system.
04—
PRINT & PATIENT TOUCHPOINTS
Stationery, appointment cards, receipts, membership materials, and printed collateral were designed as extensions of the patient experience. Clear information hierarchy supports usability, while restrained typography and tactile materials preserve the brand’s premium character—turning everyday administrative touchpoints into part of the overall care experience.
05—
MERCHANDISE & CARE EXPERIENCE
Branded wellness items and personal-care accessories extend YOUU beyond the treatment room. Rather than functioning as promotional merchandise alone, each piece is designed to support the client’s care ritual, reinforcing a brand experience built around comfort, attention, and self-care.
06—
DIGITAL EXPERIENCE
The digital experience carries the same sense of calm, clarity, and personalization into the online environment. A restrained visual hierarchy, generous spacing, and intuitive navigation allow treatments and information to remain the focus, while the brand’s warm visual language keeps the experience approachable rather than clinical.
04—ENVIRONMENTAL BRANDING
The physical environment extends the identity through signage, materials, color, and spatial details, creating continuity between the digital brand and the in-clinic experience. The goal is a space that feels calm and elevated while maintaining the trust and professionalism expected from a doctor-led aesthetic clinic.
BEAUTY, CENTERED
ON YOU.
YOUU was designed around one simple idea: aesthetic care should refine individuality, not replace it. Every brand decision—from typography and color to packaging and patient touchpoints—was created to make personal care feel considered, credible, and distinctly personal.
QURVE is a modern aesthetic clinic built around the belief that beauty is not defined by a single standard, but by balance, proportion, and individuality.
The identity translates this philosophy into a refined visual system where curves, structure, and warmth work together—balancing clinical precision with a more personal, human approach to beauty.
WHAT WE DO?
01—
LOGO & IDENTITY
The QURVE wordmark was designed around the idea of form, proportion, and individuality. Its signature “Q” combines a soft continuous curve with precise geometric construction, reflecting the balance between human beauty and clinical expertise.
Rather than existing only as a logo, the Q becomes the foundation of the visual identity—expanding into patterns, framing devices, and graphic elements across the brand.
02—
COLOR PALETTE
Warmth Meets Precision
QURVE moves away from the cold, clinical palette traditionally associated with healthcare. Instead, warm earth tones create an atmosphere that feels approachable, intimate, and elevated, while deeper neutrals provide the confidence and structure expected from a medical brand.
Brick anchors the identity with warmth and confidence, while soft clay and ivory bring calm and openness. A muted olive adds balance and an organic connection to wellbeing.
03—
TYPOGRAPHY
Editorial Elegance, Clinical Clarity
The typography system balances two distinct voices: an expressive editorial style that brings sophistication to the beauty experience, paired with a clean, functional typeface that keeps clinical information clear and accessible.
This contrast allows QURVE to feel elevated without losing the precision and credibility expected from an aesthetic clinic.
04—
GRAPHIC SYSTEM
The Q as a Visual Language
The signature Q extends beyond the wordmark into a modular graphic system. By repeating, rotating, and connecting its geometry, the symbol evolves into patterns and compositions that can scale from subtle textures to bold brand moments.
This creates recognition without relying on the full logo—allowing QURVE to remain identifiable through its visual language alone.
05—
PRINT & COLLATERAL
Consistency at Every Touchpoint.
The identity extends across stationery, consultation materials, brochures, and printed communication. Generous negative space, restrained typography, and subtle applications of the Q pattern create a consistent experience that feels considered rather than decorative.
Each touchpoint reinforces the same balance of professionalism, warmth, and understated luxury.
07—
DIGITAL EXPERIENCE
Clinical Care, Extended Beyond the Clinic.
The packaging system brings QURVE's clinical experience into everyday care. A restrained hierarchy, warm neutral palette, and subtle curved forms create a system that feels both medically credible and beautifully personal.
Rather than behaving as a separate skincare brand, the products are designed as a natural extension of the QURVE experience.
A Digital Experience Designed Around the Individual.
The digital experience translates QURVE's visual language into a calm, intuitive journey. Curved framing, generous space, and clear information hierarchy guide users through treatments, expertise, and consultation without overwhelming them.
The result balances the confidence of a medical platform with the refinement of a premium beauty experience.