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Create a brand strategy workbook for small brands to evaluate their projects and come up with new strategy ideas.
It is a working tool for founders who'd rather have a brand than a Pinterest board.
Most brand strategy templates sold online are decorative. They ask you to "describe your tone of voice in three adjectives," hand you a pastel mood board, and call it a strategy. You fill in two pages, you never open the file again.
This workbook is the opposite. It's a 40-page working document built from the frameworks I actually use as a brand manager - competitive teardowns, archetype work, positioning statements, translation matrices that turn brand values into real decisions. The kind of strategy that holds up when you hire a designer, open a second location, or get asked by a journalist what your brand stands for.
WHAT'S INSIDE
12 working sections
01 - Honest brand audit (the gap between what you say and what your brand actually does)
02 - Strategic objectives (what this strategy needs to change)
03 - Competitive teardown (three-category framework + full template)
04 - Needs and motivations (eight-need model, opinionated mapping)
05 - Brand personality (archetype + modifier system)
06 - Mission, positioning, manifesto (three frameworks — choose one)
07 - Tone of voice
08 - The translation matrix — values into real action
09 - Locality and cultural anchor
10 - Collaborations and activation principles
11 - Brand principles (yes, there's a difference between values and principles)
12 - One-page brand summary + 30/60/90 rollout plan
The network for creativity
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Connect with clients, get discovered, and run your business 100% commission-free
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A few months ago, I had the pleasure of creating the brand identity for Stella's Snacks, a small snack bar located within Mason & Fifth, a hospitality brand known for combining luxury with a home-away-from-home atmosphere.
The identity was inspired by Stella, the beloved dog who greets guests at reception. By positioning Stella as the brand’s mascot and name, we could create a visual identity reflecting the warmth and personality guests already associate with their stay. This approach allowed the snack bar to feel instantly familiar and personal, reinforcing Mason & Fifth’s emphasis on community and comfort.
We created a cheerful, character-driven brand that elevates a simple snack offering into a memorable part of the Mason & Fifth experience. Working closely with the Mason & Fifth team, I crafted a brand built around bold, rich colours, a suite of custom playful illustrations, and a friendly tone of voice. Together these elements capture Stella’s lovable personality while creating a distinctive, light-hearted brand that stands proudly within the Mason & Fifth ecosystem.
I hope you love it as much as we do!
This is one of the best design have seen so far today.... Nice palette
Few more scenes of the RFNE.'s Branding & Packaging design 🧪
A precision metabolic support system engineered for high performers, a silent operating infrastructure designed to stabilize the body’s baseline and unlock elevated performance across training, focus, and recovery. Rooted in the concept of the bridge, the identity carefully balances scientific rigor with quiet luxury, creating a presence that feels both clinical and sophisticated.
You can see full project and narrative here
Feel free to like, comment and follow, kindly appreciated.
Absolutely perfect!
CASE STUDY for Shopify Fashion Store + Kit Email Marketing Funnel
One thing I’ve learned from designing eCommerce brands:
People rarely join an email list because of the form itself.
They subscribe because of how a brand makes them feel.
While working on this Shopify fashion store and Kit lead capture experience, I focused on something deeper than visuals; trust, emotion, and connection.
The strategy behind this case study was simple:
Create a clean Shopify storefront that attracts attention…
Then build a Kit email funnel that keeps visitors emotionally connected to the brand.
From the layout and typography to the storytelling and lead capture flow, every detail was designed to improve engagement and audience retention.
Because psychologically, people remember experiences more than products.
Good design gets clicks.
Strategic branding builds loyalty.
What’s the first thing that makes you trust a brand online?
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