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Packaging with a Second Purpose.
Instead of creating packaging that would be discarded after opening, the concept explored a format that dog owners would actually want to keep. The sleeve transforms into a reusable dog bandana, turning the packaging into something that remains useful beyond the purchase.
This decision was rooted in the audience itself. For many dog owners, a bandana is something they'll keep, use, and even photograph. Alongside the visual recipe book, which encourages homemade treats using fruits and vegetables already available at home, the packaging reinforces the project's goal of reducing waste.
The project explores how design, as a discipline, can address global challenges like food waste by encouraging the use of fruits and vegetables that are still safe to consume, aligning with the UN Sustainable Development Goal 12: Responsible Consumption and Production.
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Less than 8 hours. One clear direction.
Great branding isn't about exploring hundreds of ideas. It's about making the right decisions early.
This concept went from brief to creative direction in less than 8 hours.
After 15+ years, I've learned that speed comes from clarity, not shortcuts.
That's what I enjoy most: helping founders find the right direction before a single pixel is refined.
Here's how I usually approach a new brand:
1. Understand the vision
Align with the founder's goals, audience and what the brand needs to communicate.
2. Define the right creative territory
Identify the strongest references and establish a clear visual direction before designing.
3. Explore the identity
Develop logo concepts, typography and the visual language until the strongest solution emerges.
4. Build a cohesive brand direction
Turn that vision into a creative system that can grow into a complete brand experience.
How do you approach the first stage of a branding project?
I'm currently available for brand identity, creative direction, web design & development.
Open to:
• Full-time remote roles
• Long-term freelance collaborations
• Direct client projects
creativedirectiondesignsystembranddirectionBrand StrategyBrand DesignDesign SystemsAdobe IllustratorAdobe PhotoshopFigma
The idea that speed comes from clarity lands, especially with a full direction built in under eight hours. Which early decision removed the most unnecessary exploration from this concept?