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What makes a packaging system feel like a real brand — rather than just a collection of beautiful individual packs?
For Fermania, the answer was consistency.
Same hierarchy.
Same label structure.
Same typographic language.
But different ingredients, colors and visual cues.
Do you agree — or would you give each category more visual freedom?
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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.
currently working on a new project, and it reminded me why the strategy phase is probably my favorite part of the whole process.
whether it’s for a website or a full brand identity, i love going beyond the brief and trying to understand the business as deeply as possible.
the client call, the brief, the old website… those are just the starting point.
then comes the fun part: researching, asking questions, digging deeper, understanding how the business works, who they sell to, what they stand for, how they communicate, and why people should choose them.
sometimes, you even discover things the client knows internally but hasn’t fully articulated yet, or things they’re simply not communicating clearly enough.
that’s what i love about strategy: taking all that information, finding the patterns, and bringing clarity and structure to everything.
honestly, this might be my favorite part of the whole process.
How do you usually hand that research back to a client, a straight brief or something more visual like a strategy deck? And do they ever push back when you point out something about their own business they hadn't fully articulated?
KARMAE: ASTER | Product, Packaging & 3D Development
Part two moves a little closer to the product itself.
ASTER was designed as the softer side of the KARMAE world, but that softness still needed structure. The material language became a big part of that balance, combining frosted glass, muted metallics and pale neutral tones to keep the product feeling tactile, refined and recognisable.
From there, the packaging and product details were developed to feel like part of the same system rather than separate applications. The aim was to keep every touchpoint visually quiet, but still specific enough to carry the identity on its own.
Everything shown here was designed and directed by me, including the product development, packaging, materials, compositions and final 3D renders built in Blender.
A closer look at the details behind ASTER.
This looks super polished.