• VISUAL RESEARCH & CONCEPT — Brand and audience analysis, cultural and historical references, moodboards and concept directions.
• BRAND IDENTITY — Logo or sign, colour, typography, graphic language and usage guidelines.
• PACKAGING DESIGN — Packaging systems for cosmetics, craft goods and jewellery.
• CAMPAIGN VISUALS & POSTERS — Poster series and key visuals that carry a brand’s story.

My process begins with research: folklore, ornament, archives, objects, old print. I look for the codes that make a culture recognisable and translate them into colour, type, composition and material that work for a modern brand and its audience. I am interested in the point where a historical detail becomes a brand signal, where a pattern, a stone or a label can say what a brand’s name cannot.

Every brand needs a different balance of research, concept and production design. The scope of work is defined around the brand’s needs.

• IDENTITY / PACKAGING: SHUYA SOAP — A folklore-based rebranding.
• CAMPAIGN / POSTERS: POSIÉ — A poster series for a jewellery brand, built on the jewels of Russian empresses.

The challenge How can a heritage soap brand look contemporary without losing its roots? The brand’s heritage was stronger than its image: an everyday product with a long local story, but a look that did not tell it. The research Folklore of Shuya, Russian-style graphics, historical soap labels and packaging. I studied the ornaments and motifs of Russian folk art, vintage soap wrappers and labels, and the folk saying that gives the project its name. The idea Folklore as the brand’s voice. Instead of decorating the pack with «Russian style», I used the codes of the local culture as the basis for the whole system.

The solution A visual identity built from a hand-drawn sign, a restrained palette of soap greys and warm whites with one folk accent, expressive lettering and ornamental patterns, applied to the packaging. In use Mockups of the soap bar and wrapper

The challenge How can a jewellery brand speak about value and history without clichés? The research A visual study of the jewellery of Russian empresses: forms, stones, settings, portraits and archive images. I worked with portraits, museum collections and archive images of imperial jewellery: tiaras, brooches, pearl sets and gemstone settings.

The idea Jewels as the brand’s visual alphabet. The research becomes the basis of the brand’s communication, not just a mood reference. The solution A poster series with a consistent system: a recurring composition built around a single jewel, colour taken from the stones, refined display typography and a shared frame. In use Mockups of the poster series in urban and interior settings, showing how the campaign works at different scales.