Design systems that scale
I create brand systems that bring clarity, consistency, and distinction across every touchpoint.
ESSEN — Building a skincare brand from the ground up
A self-initiated brand build exploring how to take a skincare concept from zero to a complete, scalable identity system.
Role: Sole creative lead on a self-initiated brand build that originated as a master's thesis and redesigned with a modern lens. I owned every decision: positioning, naming, brand strategy, identity system, packaging architecture, tone of voice, and visual expression.
What it demonstrates: How I approach brand-building when I own every decision; applying the rigor of global FMCG thinking to a self-directed brief. A complete brand language built from a single idea, designed to be modular, scalable, and emotionally resonant.
Outcome: A complete, modular brand language built from a single idea, designed to scale across products and touchpoints, and to feel modern, joyful, and easy to follow.
Brand Strategy · Naming · Identity System · Packaging · Tone of Voice · Visual Language
