Brands
Beikery, Eurovision: Feel The Vision, Diosa Chocolate
Services
Brand Identity, Packaging Design, Campaign Design, Art Direction, Research
This section brings together a collection of concept projects, where I’ve built brands from the ground up to explore what’s possible when strategy, culture and design come together. Each one starts with a real-world challenge: a new bakery finding its place in a neighbourhood, a global event trying to reach a new audience, a heritage brand in need of a refresh.
From there, I take each brand through the full process, from research and naming to logo design, colour, typography, packaging, signage, posters and social. Beikery blends Lebanese heritage with Amsterdam café culture. Feel The Vision reimagines Eurovision for K-pop fans in Seoul. Diosa gives a Mexican chocolate maker packaging that feels as rich as its story. Across every project, my focus was the same: brands with a clear story, rooted in culture and built as complete systems ready to come to life.
Beikery
A concept brand for a Middle Eastern bakery in Amsterdam’s Oud-West, imagined for a Lebanese owner wanting to bring her heritage into the local scene. The name, a blend of “Bakery” and “Beirut”, sums up the brand’s spirit. The identity draws on Beirut’s culture and architecture, with motifs inspired by iconic Lebanese tiles and a warm, earthy palette. I carried it across signage, posters, menus, cups and in-store graphics, creating a brand that honours its roots while welcoming the bakery’s diverse community.
Eurovision: Feel The Vision
A concept campaign exploring how Eurovision could build a fan base in Asia, after past efforts were held back by the pandemic and limited audience connection. I proposed a Eurovision event in Seoul, South Korea, aimed at K-pop fans and locals as a first step towards a future Asian contest. The visual identity uses teleportation motifs to link the host country with Seoul, with a nod to modern K-pop branding in its bold green palette, futuristic type and layered overlays. I rolled it out across posters, stage screens, street banners, tickets and social.
Diosa Chocolate
A concept rebrand for Olmec, a Mexican chocolate maker, designed to feel both sophisticated and approachable for young professionals. The name Diosa, meaning “goddess” in Spanish, leans into the tagline “Chocolate hand delivered by the Aztec Gods”, a promise of exceptional quality. Rustic textures give the brand a down-to-earth charm, while Aztec-inspired patterns nod to its roots in Yucatán, Mexico’s chocolate heartland. The range spans three flavours, each with its own pattern and colourway, and print-ready dielines.
