after presenting more brand directions than I can count, one thing I’ve learned: I never jump straight into showing the visuals.

first I want to establish what we're actually trying to solve.

what we heard from the client. what they want to be known for. where they sit in the market. what needs to feel different.

then the big idea, and how it translates into type, colour, imagery and graphic elements.

only then the designs.

context changes how you judge the work.

The softest part of your day nobody talks about 🦆 Spent the past week designing EIDER — a toilet paper brand built on a simple bet: even the most overlooked product in the house deserves real design attention. No cartoon mascots. No literal bathroom jokes. Just calm pastel tones, restrained typography, and a quiet geometric duck mark — named after the eider duck, source of the softest down there is — that rewards a second look instead of shouting for one. 🪶 Sometimes the funniest thing a brand can do is take itself seriously.

Love the branding, it’s clean, balanced, and easy to follow.