Making a video is like making a song. Nobody hears the 40 takes. They hear the one. Same with a film and video. You cut and cut and cut, and what's left has to do two things: be a version you'd defend, and be a version that's theirs. Landing both at once is the job. I've got folders of ideas that never shipped. Openings, transitions, a color that was wrong for this one. They become vocabulary for the next brief. Some behind the scenes on what didn't make the cut, but will shape another one someday.

Beautiful just like i'm listening the video~

Human by Design: La Mie Bakery Identity

Although we missed the official Contra x @envato challenge deadline, the workflow behind this project is worth sharing.

It's a complete brand identity and packaging system for La Mie, an artisan bakery.

While exploring the Envato library for inspiration, we noticed how generic concepts easily fall into template traps. Anyone can pull assets or generate a quick layout, but a distinct human perspective is required to create a cohesive, soulful brand ecosystem.

The workflow: - custom character design: we moved away from sterile AI concepts and sketched a bespoke French poodle mascot from scratch. - bespoke typography: we hand-lettered the primary logo text to establish an authentic, homey brand voice. - production & curation: developed the packaging system in Figma using curated Envato mockups and design assets to enhance the final presentation.

While AI is an efficient tool for rapid brainstorming, true storytelling and emotional connection still require a designer’s touch.

Cute and sweety colors!~