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Fictional Visual Identity Design Project: Crumsy
Food & Beverage Industry
Made with Affinity
It feels crispy!
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T O P 🙌
Da Dina is a Brazilian handmade cookie brand built around warmth, affection, and the feeling of a family recipe.
The visual identity transforms that homemade character into a playful and contemporary brand system. A custom wordmark, warm color palette, and illustrated character give the brand a distinctive personality while keeping it approachable and nostalgic.
The project expands across packaging, delivery materials, and product photography, creating a cohesive visual language around the heart-shaped cookies and the idea behind the brand: “Biscoito de Coração” cookies made from the heart.
Heart-shaped cookies for a brand literally named "made from the heart" is the kind of on-the-nose idea that could read as cheesy, but keeping the illustration style loose and the palette warm-not-cute is what keeps it from tipping into greeting-card territory.
Built to Look Like It Has Always Existed 🎾
Some brands want to look new. This one wanted the opposite.
Upper Heritage borrows the codes of club tennis — crests,
hand-painted signage, court green. Designed to feel founded
in 1934 and simply never advertised.
The hardest part of heritage design isn't adding history.
It's knowing what to leave out.
You can see the full project here.
I love the vibesssss, old money style!! 💯