For Aelia, I was responsible for developing the brand strategy, visual identity, packaging design, and the overall creative direction of the project. My goal was to transform the founder’s unique perspective as a pilot into a distinctive brand experience, creating a clear connection between skincare, travel, and life at high altitudes.

The project began with defining the brand positioning and core narrative, which guided every design decision that followed. I created a visual identity inspired by freedom, protection, and elevation, expressed through a custom symbol, a carefully crafted color system, and a modern aesthetic designed to resonate with frequent travelers and modern explorers. The packaging was designed to reinforce this story, featuring a distinctive circular cut-out that references both the sun and an airplane window, creating a memorable and meaningful brand asset.

By aligning strategy, identity, and packaging under a single concept, I helped build a cohesive brand that feels premium, functional, and emotionally connected to its audience.

I love your use of color and composition here.

Do you know what kintsugi is?

Kintsugi is the Japanese art of repairing broken ceramics – but instead of hiding the cracks, you fill them with gold.

The damage becomes the most beautiful part. What was broken and put back together ends up more valuable than it ever was before.

Not "good as new." Better than new – with its story showing.

That idea is the core element of the new branding concept.

More soon. ✨

This idea resonates with me far beyond design.

The notion that scars, mistakes, and difficult experiences don't need to be hidden, but can become part of what makes something meaningful, is incredibly powerful.

Excited to see where you take this concept next ✨