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One of my favorite ways to sharpen my branding skills is by studying growing local companies and exploring how their identity systems could evolve alongside the business.
For this concept, I looked at a Wisconsin-based brand and explored what a more cohesive visual system might look like across products, packaging, and future customer touchpoints. Rather than focusing on a single package design, the goal was to think about how the brand could scale consistently as new products, marketing materials, and experiences are introduced.
This isn't a finished solution or recommendation; more of an exercise in translating a strong product and business into a more unified brand system. I always find these explorations valuable because they force me to think beyond individual assets and focus on the larger story a brand is trying to tell.
A few early concepts ↓
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Many wellness brands promise calm, balance, and self-care.
But when you look at their branding, it tells a completely different story.
Too much noise.
Too many competing elements.
No clear feeling.
People don't connect with wellness brands because of a logo.
They connect with how the brand makes them feel.
For this concept, I explored a visual identity for a wellness brand called Mora.
A softer color palette, refined typography, and simple brand applications designed to create a sense of calm before a customer even interacts with the product.
Because every touchpoint matters.
So if you're building a wellness brand, ask yourself
Does your visual identity reflect the feeling you want customers to associate with your business?
Client Project: Poffibites
Poffibites is a modern makhana (foxnut) snack brand developed for today's mindful snackers who want healthier alternatives without compromising on taste, convenience, or experience.
For this client project, I was responsible for creating the complete brand identity and packaging system, including 5 flavor variants.
The identity was built around the belief that healthy snacking should feel exciting, approachable, and memorable. The custom logo features soft, rounded forms that reflect the brand's friendly personality while creating strong recognition across digital and retail touchpoints.
To differentiate the brand within the crowded healthy snack category, I developed an illustration-led packaging system where each flavor unfolds as its own immersive world. Rather than relying on conventional ingredient photography, the packaging transforms flavor cues into narrative landscapes, creating stronger shelf impact, clearer flavor differentiation, and deeper brand recall.
The result is a scalable FMCG branding and packaging system designed for both D2C and retail markets, helping introduce makhana to a modern global audience through storytelling, strategy, and distinctive visual design.
Superb!
Imagine a Figma plugin that guides your creative direction simply by selecting the vibe. Ambitious? Yep! This is just a taste of what's to come!
I have to checkout more of the figma weave.
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