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Brand Identity Systems in Practice

Selected brand identity systems built to stay coherent as brands expand across packaging, digital, teams and suppliers. Explore how each system was structured, applied and extended in practice.

Luxury Beauty · Identity + Packaging System

SAE-REN — Luxury Beauty Identity & Packaging System

A K-beauty identity and multi-SKU packaging system built to keep skincare, makeup, spa and digital applications recognizably SAE-REN as the brand expanded.

A K-beauty identity and multi-SKU packaging system built to keep skincare, makeup, spa and digital applications recognizably SAE-REN as the brand expanded.

Supplements & Wellness · Packaging Systems

Supplement Packaging Systems for Premium Wellness and Nutrition Brands

A collection of supplement and wellness packaging systems built to keep product ranges clear across flavors, claims, formats and future SKUs.

Supplement packaging systems for wellness, nutrition, hydration, pet care, and functional product brands, showing tubs, bottles, sachets, and boxes designed with structured SKU logic and premium product presentation.

Functional Medicine · Expert-Led Brand System

Dr. Emily Wheeler — Functional Medicine Brand Identity System

A personalized functional medicine identity built to make expert-led care feel credible, warm and consistent across website, education and ongoing content.

Dr. Emily Wheeler functional medicine website direction showing founder portrait, editorial typography and structured patient messaging.

Private Dentistry · Rebrand + Multi-Location Brand System

Smile Rooms — Private Dentistry Rebrand & Multi-Location Brand System

A seven-year-old dental brand refreshed around its recognizable smile mark, then documented across location logic, print, photography, social media and website direction.

Smile Rooms dental brand guidelines cover showing the warm brown identity and portrait-led visual direction.

Employee Recognition · Brand System + Afterbranding

Accolad — Employee Recognition Brand System & Ongoing Afterbranding

Accolad began with a co-founder-made logo and color palette. A packaging brief became a 2+ year brand build across physical products, digital experiences, events and The Game.

Accolad employee recognition brand system showing gift-card UI, printed packaging, event applications and The Game product developed from 2023 onward.

Sports Technology · Brand Evolution + Afterbranding

Sports Timing Systems — Long-Term Brand Evolution & Afterbranding

A long-term sports technology partnership spanning rebrand, visual production, ongoing implementation, a 2024 evolution and sport-specific digital experiences.

Sports Timing Systems technology brand identity system supporting multi-year product development

Pet Wellness · Pre-Launch Brand System

Paws & Whiskers — Premium Pet Wellness Brand Identity System

A premium pet wellness identity system prepared for launch across packaging, retail, manufacturing conversations, and future product expansion.

Paws & Whiskers premium pet wellness brand identity system across packaging and marketing

Flavor & Fragrance · Historical Brand Transformation

Vka — Historical B2B Brand Identity & Packaging Transformation

This case study documents the 2024–2025 VKA identity system, created before the later consolidation of the bra.

Enterprise consolidation uniting two legacy flavour companies into a single authoritative global B2B master brand across industrial packaging, lab storytelling, and international distributors.

Selected work archive

Additional identity, packaging, digital and implementation work across earlier and focused engagements. These projects provide broader context beyond the eight featured case studies.

A luxury Miami hospitality identity for a multi-million-dollar Collins Avenue destination rooted in British refinement, Art Deco influence, and a Michelin-starred chef-led concept.

The Spencers Miami — Luxury Hospitality Identity & Brand Guidelines

Hospitality brand system organized into practical operational guidelines across restaurant touchpoints.

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Brand identity, packaging, and scientific communication for a Slovenian biotechnology company developing novel cell-therapy technologies and systems.

Bio-ReCell — Biotechnology Identity, Packaging & Scientific Communication

Science-led visual identity and technical brochure architecture for advanced cellular health.

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Brand creation, packaging, and website direction for a premium artisan chocolate brand built around carefully selected ingredients and a refined product experience.

Cracao — Artisan Chocolate Brand Identity & Packaging

Refined brand identity and tactile packaging system engineered for premium single-origin chocolate.

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Packaging for a UK electrolyte brand serving active consumers and athletes, connecting daily sachets and tubular cartons through one clear two-flavor system.

Strike — Electrolyte Packaging Architecture & Sachet Hierarchy

High-performance hydration packaging maintaining instant recognition across containers and daily sachets.

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A complete identity and packaging system for a UK sports nutrition brand built around premium, convenient supplementation for people on the move.

Tame Nutrition — Sports Nutrition Brand Identity & Packaging

Restrained identity and packaging architecture creating shelf distinction in a saturated nutrition market.

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A complete identity and packaging foundation for an American consumer-health startup focused on informed substance-use decisions and natural supplementation.

TrueSHIELD — Consumer Health Brand Identity & Packaging

Clear identity and protective packaging hierarchy for market entry in a sensitive health category.

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Silo No.8 needed a structured identity for a modular housing concept, with the visual system extending across presentation, website, key visuals, and informational communication.

Silo No.8 — Modular Architecture Brand System & Website Direction

Brand identity, digital direction and 3D presentation for a UK modular housing company, balancing architectural clarity with a recognisable commercial presence.

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A four-property identity program creating distinct visual systems for individual real-estate assets while bringing the wider portfolio under one coherent design approach.

Horizons Asset Management — Multi-Property Real Estate Identity System

Authoritative identity system communicating institutional credibility across property investment proposals and corporate collateral.

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Brand creation and website design for an eco-conscious sports headwear company developing advanced, affordable caps for athletes, events, and fans.

CAPAURA — Sustainable Sports Headwear Brand Identity & Website

Unified visual identity connecting e-commerce, unboxing packaging, and reusable brand applications.

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A professional identity for a consulting brand focused on organizational development, process optimization, and growth strategy.

JD Consulting — Strategic Business Consulting Brand Identity

Disciplined corporate identity designed for commercial real estate proposals and executive correspondence.

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LandSale needed a straightforward visual identity that could make a land marketplace feel clearer and more consistent across its main brand touchpoints.

LandSale — Digital Property Marketplace Brand Identity

Clean, high-trust identity making a digital land marketplace clear and intuitive across all user touchpoints.

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A complete identity and packaging direction for a New Zealand handcrafted popcorn brand built around better-for-you snacking and nationwide online delivery.

Popped — New Zealand Popcorn Brand Identity & Packaging

High-contrast snack identity and packaging system designed for maximum shelf standout in retail aisles.

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A North American wellness-accessories brand refined into a more coherent identity, brand deck, and practical system for inclusive beauty and everyday self-care communication.

Common Care — Inclusive Wellness Identity & Brand Guidelines

Accessible beauty and wellness identity organized into a practical digital brand book and operational toolkit.

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A North American cosmetics identity refined and documented for a modern, on-the-go audience, with clearer rules across product, marketing, digital, and physical applications.

Floss Beauty — Cosmetics Brand Book & Multi-Channel Guidelines

Production-grade brand manual connecting product lines, social marketing, and retail packaging as the brand expanded.

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Beautique needed an adaptable campaign system for ongoing beauty e-commerce launches, landing pages, and seasonal communication.

Beautique — E-Commerce Campaign System & Landing Page Logic

Modular campaign architecture and promotional landing page templates for high-volume beauty e-commerce drops.

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An existing North American cosmetics identity organized into a clearer brand book and deck for more consistent use across web, social, and partnership communication.

Estate Cosmetics — Gen Z Cosmetics Brand System & Digital Deck

Structured brand book organizing existing cosmetic assets into a cohesive operational system for digital growth.

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A complete identity and packaging system for an all-natural CBD-infused sparkling juice brand, extended across website, templates, and print communication.

G&Juice — CBD Wellness Beverage Identity & Can Packaging

Cohesive brand identity and packaging architecture for a botanical wellness drink across digital and print.

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A visual identity for a Swiss creative coaching agency specializing in communication, connection, and helping people build deeper relationships.

Holveo — Swiss Creative Coaching Identity & Digital Products

Sophisticated corporate identity and digital application system for a premium Swiss executive advisory.

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Willox needed a clear, high-contrast visual language and practical guidelines for more confident, consistent digital brand application.

Willox — High-Contrast Digital Identity & Style Guidelines

Bold, typographic visual identity and practical rules engineered for confident digital application.

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A visual identity for an innovative recruitment agency operating specifically within the luxury real-estate niche.

Blue Giraffe — Luxury Real Estate Recruitment Brand Identity

Systematic identity refinement and simplification to improve digital legibility and brand recognition.

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Crackpot History needed a recognizable digital media identity that could support frequent publishing across YouTube and web without redesigning every piece of content.

Crackpot History — Digital Media & YouTube Publishing Identity

Distinctive digital media identity built to support high-frequency publishing without repetitive design cycles.

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A Canadian creative-economy initiative shaped around innovation, entrepreneurship, cultural diversity, and the meeting point between raw creativity and refined craft.

Ginger Cognac — Creative Economy Visual Identity

Identity for a concept-driven project.
Structured to create a clear and recognizable direction.

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A repeatable catalog and supporting-asset system for Quatro Gymnastics, creating a more consistent way to present a large sportswear range across recurring product communication.

Quatro Gymnastics — International Sportswear Catalog & Visual Systems

Structured catalog system and visual assets presenting international sportswear collections consistently across markets.

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A limited-edition product surface design created for Victorinox’s global Patterns of the World program, working inside an established Swiss Army Knife format and brand system.

Victorinox — Patterns of the World Limited-Edition Surface Design

Distinctive limited-edition visual design created for Victorinox's global 'Patterns of the World' collection.

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Different scopes. One principle: the brand should stay coherent as it grows.

Some projects began with direction, some with a rebrand, and others with an existing identity that needed stronger rollout. The common thread is the same: clear rules for how the brand should behave across real applications.

Working through a similar brand, packaging, or rollout challenge?

Share what is changing, what needs to work more clearly, and where the brand is getting harder to keep aligned.

Prefer direct correspondence? Email hello@mariya.design

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