[New Project] I was walking through São Paulo when I spotted a newly opened bar called Cajá. The bar had no logo, no sign, nothing—but it did have one thing: a cheerful bird singing upstairs. That became the primary inspiration for this logo and the project's overall design. As this was a personal project, I had freedom to explore new possibilities, but I also faced the challenge of being my own client and finding myself in a position familiar to designers: never feeling that the work is truly finished.

Being your own client is such an accurate way to put it, that's exactly the trap. The bird stamped across the napkins and bread cloth already feels lived in. What made you finally decide it was done enough to post?

Designing the complete visual identity for MUSA, a natural milk brand—this was the project where I really experimented with reducing a complex figure to its simplest form.

Starting with a black-and-white sketch of a cow, I simplified it until it was instantly recognizable as a “cow” even at sticker size—no outline, no detail, just a coral-colored spot and a white eye.

The typography went through more rejections than the icon. I tried three rounded typefaces that technically “worked” but felt too corporate or too childish—the brand needed warmth without losing its presence on the shelf.

The most important decision wasn’t the shape or the typography: it was choosing Pink Coral instead of the green/brown that every dairy brand defaults to. That’s not an aesthetic preference; it’s a positioning strategy—MUSA needed to look nothing like a “farm” to stand out on a shelf full of farms.

Check out the complete system—bottle, packaging, uniform, sticker pack, and pattern—in the case study below. 👇

#branddesign #packaging #contra

Really impressive work. Keep creating amazing designs!🔥