Alex Mileva
I help lifestyle, beauty brands build clear visual systems
Ready for work
Alex is ready for their next project!
What if Bulgaria’s largest supplement retailer stopped acting like a middleman and started acting like a leader?
SILA BG has 13,000+ products and thousands of loyal customers. But until now, they’ve had almost no brand.
I tried to reimagine their identity for 2026. My goal was to shift from a "cheap shop" aesthetic to a "Performance Authority."
If you want to win the market, DM me or book a meeting at www.alexm.life
(http://www.alexm.life)⚠️ Disclaimer: This project is a personal concept and a strategic branding exercise. It is not an official commission by SILA BG. I do not have access to their internal market data or proprietary information; all insights are based on independent observation and strategic analysis of the 2026 retail landscape.
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Cakeaway - Brand & Digital Rebrand
From invisible product to lifestyle movement
Cakeaway had something genuinely rare - fresh cake in a jar, no preservatives, 40-day shelf life, already distributed in Sofia Ring Mall, Mangi Piangi and through an in-house Cake ATM (the first of its kind in Bulgaria). The product was real. The brand wasn't.
When I first audited the site, the numbers told the story: 711 sessions per week, 0% returning customers, 7 abandoned carts weekly, zero email list, and social channels driving traffic that converted to nothing. A great product, trapped in an invisible brand.
The brief was clear: transform Cakeaway from a product into a lifestyle movement.
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moved faster.
We redesigned the brand. We rebuilt the website and made it easier to choose, order, and enjoy on the go.
No plates. No waiting. No compromise.
If you live in motion, this is for you.
Visit the new website. - www.cake-away.eu (http://www.cake-away.eu)
Pick your flavor.
Order your cake. Life moves. Eat accordingly and share your thoughts :)
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I've reimagined the Familia Wellness brand to bridge the gap between peak performance and everyday family joy. The new matte, minimalist aesthetic transforms ice cream into a post-workout recovery staple that looks as good as it feels. This design celebrates the "real" side of fitness unfiltered, joyful, and shared with the people who matter most. DM or book a meeting at alexm.life (https://alexm.life)
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