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Chillix® — Essentials Brand Identity + Packaging Design
Overview
Chillix® is a modern dessert and ice cream brand created to make indulgence feel playful, premium, and memorable. The goal was to build a complete visual identity and packaging system that instantly stands out on shelves while creating a strong emotional connection with younger audiences.
The project focused on combining rich flavor storytelling, lifestyle-driven visuals, and clean premium branding into one cohesive experience.
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I was on a call with the owner of a major architecture firm in New York.
The founder spent the first 20 minutes talking about their philosophy and abstract concepts.
He was looking for a way to capture the soul of a space in their projects. They had a problem with the agencies they worked with. They'd spent large budgets only to receive logo proposals with stylized ancient temples, roofs, or building parts.
They hated this literal approach.
Architects and technical professionals often communicate conceptually. When this happens, it's better to bring the conversation back down to earth. So I shared my screen and showed him the identity I designed a few years ago for Emme.
Emme is an Italian 3D architectural rendering studio I created the visual identity for. I showed him the action built into the typography. The letters are made of pixels simulating a render's calculation process.
It's an approach that conveys deep abstraction without relying on trivial symbols.
The founder suddenly stopped and said: "You managed to show what they do in a single word."
That was exactly what they were looking for.
Seeing that logotype was enough for him to understand I could turn an abstract idea into specific typography. The company's action and soul made visually tangible.
Trust clicks the second a client realizes you can translate their philosophy into a visual system that works.
This looks clean and well thought out. How long did it take you to bring everything together?
A bold food packaging brand designed to make healthy eating feel exciting, honest, and impossible to walk past on a shelf.
Designed in Figma with a warm cream and category-color system, a punchy condensed wordmark, and an attitude-first brand voice that says exactly what everyone is thinking, "Healthy food sucks. SO WE FIXED IT."
Four SKUs, four personalities: Protein, Vege, Fitcken, and Detox, each with its own color accent that makes range navigation instant and shelf presence undeniable. Orange energy, olive green freshness, coral warmth, and soft lavender calm all living under one unified Lean Girl identity.
The real strength is the honesty. No wellness jargon. No guilt. Just real food, bold branding, and a QR code that earns the scan.
Really proud of how the vibrant orange backdrop, fresh ingredient photography, and clean label design made healthy meal prep look like something you'd actually want to eat.
Would love to hear your thoughts on the packaging direction. 👀
livePackaging Design | Food Branding | Brand Identity | FMCG
Tools: Figma, Jitter
Absolutely amazing!
YUMM 🍪 is a brand identity project for a cookie bakery built around the idea that a brand can be experienced as a story, not just a logo.
For this concept, I developed a visual system that combines graphic design and illustration, creating a playful and narrative-driven world. Instead of treating the logo as a static element, I integrated it into a sequence that follows the entire journey of the cookies—from mixing the dough, to baking, packaging, purchasing, and finally enjoying them.
Illustration becomes the main storytelling tool, turning each phase into expressive and engaging scenes. The result is a visual identity that not only communicates what YUMM is, but also how it feels: soft, indulgent, and slightly addictive.
This project was an opportunity to experiment with a more illustrative and narrative approach to branding, where visual identity becomes an experience rather than just a system.
I’m excited to continue exploring this direction and bring it into future projects where storytelling and design blend seamlessly.
yummm.
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