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Brand Identity Systems in Practice

Selected brand identity systems, rebrands, packaging structures, websites, and long-term brand support.

These projects show how structured identity systems help brands stay consistent across products, packaging, digital, content, teams, vendors, and customer-facing touchpoints.

I’ll review your brand and recommend the right starting point.

Dr. Emily Wheeler — Premium Functional Medicine Brand Identity System

FUNCTIONAL MEDICINE, HEALTHCARE, WELLNESS

Brand direction blueprint, brand identity system, website direction

Premium functional medicine identity system for clinical credibility, emotional trust, and scalable patient communication.

Building a structured functional medicine brand designed to scale with clarity, authority, and trust.

SAE-REN — Luxury Beauty Brand Identity, Packaging, and Digital System

Luxury beauty, cosmetics, wellness retail

Brand identity system, packaging architecture, vendor standards, Afterbranding

Luxury beauty identity, packaging, and digital system across skincare, makeup, spa, website, and vendor rollout.

Luxury beauty brand identity system showing packaging, website design, and structured brand manual overview.

Smile Rooms — Premium Multi-Location Dental Brand Identity System

Private dentistry

Rebrand, identity system, website, print, Canva templates

Premium multi-location dental brand identity system across clinics, patient materials, digital presence, and marketing.

Smile Rooms dental clinic brand identity system designed for a multi-location practice

Vka — Unifying a Legacy Brand Across Identity, Packaging, and Digital

Flavour and fragrance R&D

Rebrand, identity consolidation, packaging, website, sales materials

Legacy flavour and fragrance brand unified across identity, packaging, sales materials, and digital platforms.

mariya-design-brand-identity-system-vka-1x1 3.jpg

Sports Timing Systems — Long-Term Brand System Evolution

Sports technology

Rebrand, website, digital system, long-term Afterbranding

Long-term sports technology brand system evolved across websites, products, campaigns, and ongoing execution.

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

Accolad — Recognition Brand System Across Digital, Physical, and Luxury Packaging

corporate gifting, b2b premium products

Brand identity system, website, digital system, long-term Afterbranding

Recognition and gifting brand system built across digital, physical, and luxury packaging applications.

Overview of the Accolad brand identity system, featuring the logo, color palette, hand-drawn illustration style, and premium packaging mockups for the corporate gifting service.

Paws & Whiskers — Premium Pet Wellness Brand Identity System

Pet wellness, nutrition, supplements

Brand strategy, visual identity, packaging architecture, governance

Premium pet wellness identity system built for a human-grade, credible, and investor-ready launch.

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

Supplement Packaging Systems for Premium Wellness and Nutrition Brands

hydration, nutrition, wellness, supplements, performance

Visual identity systems, packaging architecture, production-ready packaging, Afterbranding implementation support

Packaging systems for supplement, wellness, nutrition, pet care, hydration, and functional beverage product ranges.

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.

Selected work archive

Additional brand identity, packaging, website, and visual identity projects.

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Some are complete brand systems or full identity projects. Others are focused executions, older projects, or selected applications that support the wider body of work.

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This section shows how the same system-led approach can apply across consumer brands, hospitality, food and beverage, wellness, architecture, supplements, technology, and expert-led businesses.

A premium restaurant needed both identity and clear usage guidelines. Visual elements were organized into a concise and practical reference.
The Spencers Miami — Visual Identity and Guidelines

A premium restaurant needed both identity and clear usage guidelines.
Visual elements were organized into a concise and practical reference.

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A biotech company needed a clear and credible identity. Packaging and visual elements were designed to support a precise, science-led positioning.
Bio-ReCell — Packaging and Guidelines

A biotech company needed a clear and credible identity.
Packaging and visual elements were designed to support a precise, science-led positioning.

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An artisan chocolate brand required a refined identity. The work aligned packaging and visual elements with a premium product experience.
Cracao — Total Branding and Packaging

An artisan chocolate brand required a refined identity.
The work aligned packaging and visual elements with a premium product experience.

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Strike is a UK-based electrolyte brand focused on hydration and performance. The packaging was designed to support daily-use sachets and tubular containers while maintaining clarity and strong shelf presence.
Strike — Packaging Design

Strike is a UK-based electrolyte brand focused on hydration and performance. The packaging was designed to support daily-use sachets and tubular containers while maintaining clarity and strong shelf presence.

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The goal was to enter a saturated category with a reduced and focused identity. Packaging and visuals were kept minimal to strengthen clarity and shelf distinction.
Tame Nutrition — Total Branding and Packaging

The goal was to enter a saturated category with a reduced and focused identity.
Packaging and visuals were kept minimal to strengthen clarity and shelf distinction.

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This product required a clear identity for market entry. The solution established a recognizable and consistent presence across packaging.
TrueSHIELD — Visual Identity and Packaging

This product required a clear identity for market entry.
The solution established a recognizable and consistent presence across packaging.

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The concept required a clear and structured visual identity. The work established consistency across presentation and communication.
Silo No.8 — Total Branding

The concept required a clear and structured visual identity.
The work established consistency across presentation and communication.

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The company required a more structured identity to reflect credibility. The redesign improved consistency across all visual communication.
Horizons Asset Management — Visual Identity

The company required a more structured identity to reflect credibility.
The redesign improved consistency across all visual communication.

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The product required a clear identity to support its positioning. A consistent visual language was developed across key applications.
CAPAURA — Total Branding

The product required a clear identity to support its positioning.
A consistent visual language was developed across key applications.

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A real estate consulting brand required a clear and structured identity. The work improved consistency across visual communication.
JD Consulting — Visual Identity

A real estate consulting brand required a clear and structured identity.
The work improved consistency across visual communication.

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A straightforward and accessible identity was required. The work focused on creating a simple and consistent visual system.
LandSale — Visual Identity

A straightforward and accessible identity was required.
The work focused on creating a simple and consistent visual system.

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A snack brand required a distinctive identity to stand out in a competitive category. The work established a bold and recognizable visual presence.
Popped — Total Branding

A snack brand required a distinctive identity to stand out in a competitive category.
The work established a bold and recognizable visual presence.

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The brand needed an approachable and consistent identity. Guidelines were developed to ensure clarity across applications.
Common Care — Identity and Guidelines

The brand needed an approachable and consistent identity.
Guidelines were developed to ensure clarity across applications.

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A beauty brand required a clear and structured identity to support product expansion and communication. The work established a cohesive visual system, supported by a comprehensive brand book and deck for consistent application across digital and physical touchpoints.
Floss Beauty — Brand Book and Deck

A beauty brand required a clear and structured identity to support product expansion and communication.
The work established a cohesive visual system, supported by a comprehensive brand book and deck for consistent application across digital and physical touchpoints.

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Ongoing campaigns required flexible visual assets. The approach focused on creating adaptable layouts for fast deployment.
Beautique — Campaign and Landing Pages

Ongoing campaigns required flexible visual assets.
The approach focused on creating adaptable layouts for fast deployment.

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A cosmetics brand required structured guidelines to unify an inconsistent visual identity. The work organized existing elements into a clear and scalable system for consistent application.
Estate Cosmetics — Brand Book and Deck

A cosmetics brand required structured guidelines to unify an inconsistent visual identity.
The work organized existing elements into a clear and scalable system for consistent application.

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A CBD-infused beverage brand in the wellness space. Identity and packaging were refined for clarity, cohesion, and shelf presence.
G&Juice — Total Branding and Packaging

A CBD-infused beverage brand in the wellness space.
Identity and packaging were refined for clarity, cohesion, and shelf presence.

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A Switzerland-based coaching brand focused on relationship products. Identity and visuals were developed for digital and product applications.
Holveo — Visual Identity and Applications

A Switzerland-based coaching brand focused on relationship products.
Identity and visuals were developed for digital and product applications.

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The brand needed a clear and confident visual language. A high-contrast identity was developed to stand out across digital platforms.
Willox — Identity and Guidelines

The brand needed a clear and confident visual language.
A high-contrast identity was developed to stand out across digital platforms.

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An existing identity required refinement and simplification. Key elements were reworked to improve clarity and visual impact.
Blue Giraffe — Visual Identity Redesign

An existing identity required refinement and simplification.
Key elements were reworked to improve clarity and visual impact.

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A digital media brand focused on history content across YouTube and web. Designed to support consistent, high-frequency content production.
Crackpot History — Visual Identity

A digital media brand focused on history content across YouTube and web.
Designed to support consistent, high-frequency content production.

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A distinctive identity was needed to support the concept. The solution focused on creating a clear and memorable visual direction.
Ginger Cognac — Visual Identity

A distinctive identity was needed to support the concept.
The solution focused on creating a clear and memorable visual direction.

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An international sportswear brand. Catalogs and visual assets were designed for consistent global presentation.
Quatro Gymnastics — Catalog and Visual Systems

An international sportswear brand.
Catalogs and visual assets were designed for consistent global presentation.

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Part of the Victorinox global design program exploring “Patterns of the World.” Focused on distinctive visuals within a consistent product system.
Victorinox — Limited Edition Product Design

Part of the Victorinox global design program exploring “Patterns of the World.”
Focused on distinctive visuals within a consistent product system.

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How to read the work

A brand identity system is the structure behind the visible brand.

The projects are different in industry and scope, but the pattern is consistent:

  • the brand had more complexity than visual design alone could solve

  • the work created structure before or during execution

  • the system defined how the brand should behave across real applications

  • the outcome was clearer consistency across products, channels, teams, or vendors

 

Some projects started with an audit.
Some started with direction.
Some moved directly into a full identity system because the scope was already clear.

Strong brand work starts with understanding what the brand needs next.

Send your brand details and I’ll recommend the right starting point.

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