Alex Mileva

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...

60% of people who need emotional support don't seek it. Help exists, but the visual language makes it feel institutional.

I designed for a client launching a mental health foundation that solves this at a behavioral level:

Sage palettes that calm instead of clinical blue that...

Health is no longer a trend. It’s the only competitive advantage mass brands have left. That’s why I redesign mass products as concept systems, to show how health can live in formulation, packaging, claims, shelf logic. Because the brands that win next won’t look healthier....

Bulgarian fragrance brands are stuck copying luxury. Meanwhile, an entire category sits empty: Wellness. I created the concept brand still. to show what's possible when we stop imitating French perfume and start building around what Bulgaria actually has - natural ingredients,...