![Cover image for Branding for JUGABET [ Live to Win ]](https://media.contra.com/image/upload/q_auto:good,w_800/pumza6sj8q4fqxv02n1i.avif)
COMMON is a contemporary skincare and makeup brand that redefines everyday beauty through a balance of understated luxury, tactile design, and modern self-expression. The brand brings a distinctive perspective to beauty essentials, making daily rituals feel intentional, elevated, and personal.
The visual identity features a rich burgundy palette, sculptural organic patterns, refined typography, and tactile packaging finishes. These elements create a cohesive brand world across products, packaging, and campaign imagery, balancing minimalist sophistication with a bold, recognizable visual signature.
Creative Direction: Contemporary Beauty · Understated Luxury · Tactile Minimalism · Modern Self-Expression
Scope of Work: Brand Identity, Art Direction, Packaging Design, and Brand Applications.
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DWELL — A Coffee Brand, Human by Design
DWELL is a fictional specialty coffee brand I built from scratch in one weekend, using Envato as my entire toolkit: logo, packaging, signage, sound, and a promo reel.
My "Human by Design" moment: I started in Envato's AI video generator asking for a cozy café, and it gave me something technically fine but completely soulless, a generic bar with no point of view. So I rejected it and made the call to build the reel from real Envato stock footage instead. The same judgment shaped everything: I pushed the logo past a generic coffee-cup icon into an arch with a coffee branch that actually means something, and matched every logo colour to its surface for contrast.
Tools used, all Envato: AI Video Generator, Image Generator, Mockup tool, Envato Music, Sound Generator, and stock footage, finished in Canva and CapCut.
AI got me 80% of the way there, fast. The last 20% knowing what to reject, when to change course, and what actually had soul, was human. That's DWELL.
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Most brands start with a logo. This one started with an X-ray.
Introducing SKELETON — brand identity for a new British marque rebuilding classic body-on-frame SUVs (think Range Rover Classic) into $350K electric restomods: tubular steel chassis, air suspension, fully bespoke.
The idea came from watchmaking. A skeleton watch strips away the dial to expose the movement — the mechanism becomes the beauty. We did the same with the brand: the logo isn't printed anywhere. It's laser-cut straight into the tubular steel side panels of the chassis itself, visible underneath the finished car. No plaque, no badge. The engineering is the signature.
Luxury. Bespoke. Tough. British to the bone.
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