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Corrently working on a brand identity project for an online kids toy store, built around one core question: what makes a parent trust a brand they've never heard of before, in the first three seconds?
Every color, shape, and type choice here started with research not aesthetics first. Playful without being chaotic, premium without feeling cold, warm enough to feel safe for a category where trust is everything.
Sharing the exploration and direction here as it develops. Open to new branding projects — DM if you're building something in this space.
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MIDDAY | Sandwich Bar Brand Identity
A self-initiated brand identity for MIDDAY, a contemporary sandwich bar built around one simple idea: everyday lunch should still feel worth looking forward to.
The identity combines bold editorial typography, warm lifestyle photography and familiar deli-inspired details to create something considered, approachable and easy to return to.
Your 12:30 deserves better.
more posts on this one in the upcoming days!
Amazing work!
One of our older concepts that still stands out to us is Sentra Wallet.
At the time, most crypto wallets leaned into dark themes and interfaces that felt built for experienced users. We wanted to explore a different direction. Something brighter, friendlier, and easier to navigate without losing the feeling of security or control.
The goal was simple: make managing digital assets feel approachable. We focused on clear information hierarchy, intuitive navigation, and a visual identity that didn't rely on the usual Web3 design trends.
Looking back, we'd definitely refine parts of it today, but the core idea remains the same. Great product design isn't about making crypto look more complex. It's about making it feel easier to use.
Going brighter and friendlier for a crypto wallet is still the harder design problem, most teams default to dark mode because it's easier to fake secure. What was the biggest pushback from users used to the darker wallet convention?
For the #envatochallenge, I created AMARÉLLA using Envato Elements as my master toolkit. Here is how my human choices elevated the AI:
- The Logo: I used Envato Fonts for inspiration, then customized the letters with organic, leaf-like curves over a raw circular stamp to give it a human touch.
- The Packaging: The first flat box dieline had messy, clashing text. I redesigned it by adding clean panel lines, turning the product name sideways, and adding pretty plant drawings at the base for perfect balance.
- The Bottles: I rejected plastic and designed a heavy, custom stone-and-clay flask.
- The Videos: I used our Envato model photo as a reference and directed the AI to generate raw, slow-motion, black-and-white clips. Keeping the bottle quietly in the background allowed us to capture real, honest human emotion without issues.
- The Sound: I tied it all together with a warm, minimalist acoustic track from Envato Music.
- Toolkit: @envato Elements (Fonts, Stock Images, Music, Image Gen, Image Edit, and VideoGen)
Secondary Tools: Canva
My workflow
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