Caeli | Strategy & Visual Identity

Caeli is a brand specializing in artistic interior pieces designed for bold individuals who desire to elevate their spaces with exceptional, functional, and stylish designs. With a focus on bold minimalism, the brand caters to those who want their spaces to reflect their unique, standout personalities while maintaining a sense of sophistication and comfort.

Problem: Consumers seeking artistic and standout interior pieces often struggle to find designs that balance boldness with simplicity and functionality. Many options available are either overly ornate or lack the artistic and innovative flair desired by bold, design-conscious individuals.

Solution: Caeli bridges the gap by offering a collection of interior pieces that are:

Artistic: Reflecting creativity and uniqueness.

Functional: Practical for everyday use.

Bold & Minimal: Combining strong design elements with a clean, typography-driven aesthetic based on rounded shapes to appeal to a modern and distinctive style.

Create a visual identity that reflects bold minimalism while maintaining elegance and balance.

Appeal to the target audience—bold souls who want to stand out in their interior choices.

Ensure the identity communicates the brand's promise of combining artistry, comfort, and functionality.

Develop a cohesive design system that supports the brand’s personality across all touchpoints.

• Brand Strategy • Creative Direction • Brand Identity Design

We started with an in-depth client questionnaire to understand everything about the brand and how it all started.

I started researching the brand's market to create a strong brand positioning.

Developed brand's personality and existence (mission, vision, values, tone of voice, purpose, story, etc.)

Creative direction for the brand that resonates well with the brand's target persona.

Designing a solid visual identity that delivers our brand's message and connects perfectly with our target market.