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Introducing SABLÉE, a fictional pâtisserie brand
I created to explore elegant, premium branding.
Every element—from the logo to the colour palette—was carefully crafted to tell a story.
The network for creativity
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For a food or beverage brand, packaging becomes part of the customer experience.
This sustainable paper cup design was created to bring together a clean brand identity and a more responsible packaging direction without making the sustainability message feel forced.
The visual system is intentionally simple, giving the typography and brand elements enough space to remain recognizable across the cup.
The goal was to create something that could work naturally in a café, takeaway environment or everyday customer interaction while still feeling distinctive.
Services: Packaging Design · Brand Identity · Sustainable Packaging · Print Design · Food & Beverage Branding
The idea was simple: make responsible packaging feel like good branding—not a compromise.
Designed by WaxyWeb.
Brand DesignBrand StrategyGraphic DesignAdobe PhotoshopFigmasustainabledesigncoffeecupdesignbranddesign
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Direct Design Branding & Website
Direct Design is a digital-first creative agency built on a simple belief: there’s always a clearer, more direct way forward.
We started this project with just two words: Direct Design, and complete creative freedom.
We explored a lot of narratives around what “Direct” could mean until we landed on something that felt obvious: roads, traffic signs and wayfinding. In the design world, everyone is trying to find a more direct way forward. Better decisions, fewer detours, clearer direction. So we built the brand around that idea.
What we did:
Brand Strategy + Narrative
Brand Identity
3D Design
Web Design + Development
We probably spent way too much time obsessing over details most people will never notice, but that’s also what made this one so fun.
And yes, it’s completely human-made. No AI. Even the 3D was manually built in Blender.
Full case study coming soon! CHECK OUT THE WEBSITE: https://wearedirect.co/
Let us know what you think in the comments, and follow for more.
INTERESTING FACT about our recent project👇
When we presented four brand concepts to TGF, they all landed so well that the client had a hard time choosing.
This one was my favourite because of how clearly it captured the brand narrative. So I brought the idea to life through motion and that helped the client instantly see why it was the right fit.
TGF connects companies with growth operators, so the logo is built around the idea of the “missing piece” every company needs to grow.
For me, when a logo naturally extends into motion and tells the same story, it’s a good sign the idea is strong enough to build a brand around.
If you want to see the full branding check out the full case-study:
The Growth Fit
P.S. Thanks to @Jitter for making this animation easier to execute🙇♂️
Branding 😍