When does a hand-drawn logo make sense for a brand?
In this case, a Barcelona-based creative studio founded by a team with decades of combined experience approached me wanting a hand-drawn identity that would feel unexpected for a team like them, a way to signal creativity and...
Hand-drawn marks work when the brand sells a human touch. For a creative studio the wobble is the message. I would keep it hand-drawn if the studio is small and personal. Clean geometry wins only when they want to look bigger than they are.
The unexpected look is exactly why this works so well. A lot of creative studios try to look super polished, but this hand-drawn style makes them stand out and feels way more authentic.
Chantal's POSO case is such a great example of when hand-drawn wins, Israel. Three illustration variants sharing one wordmark keeps the human touch while staying a system. The Barcelona studio story proves craft can outdo polish.
One skincare identity across bottles, jars and tubes. I designed the wordmark, pink-and-cobalt packaging system, campaign applications and digital mockups, then brought the collection into motion.
A consistent visual language, with room for each product to feel individual.
View the full case study. Building a skincare brand? Letβs talk about your identity and packaging.