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sophisticated, no-nonsense creative conception

Mafalda Tenente Branding


With a background in economics and art, Mafalda Tenente had a unique problem when it came to figuring out how to present her personal brand: how not to isolate one group over another. I strategized with her on what the intersection of the left brain and right brain would look like visually; something corporate but not so much that the look would be seen as boring to a creative mind.

There are seven letters each in “Mafalda Tenente”. The number seven does have a bibliological significance, but according to numerology, it means so much more. Just as the Mafalda Tenente brand is about exploration and analysis of everything that is art, the number seven symbolizes the seeker, wisdom, endurance and understanding. In this logo, the “M” and “T” have double meanings.

The “M” is modified into a more mountainous shape to represent exploration. Creating the middle part of the M and extending over the mountain, the “T” with half the crossbar, creates the number seven and overarching wisdom.

The brand colors are influenced by the Far East and complement the symbolism of the logo. They also feel serious enough for a corporate application.


letterhead and business card

 

one-page branding guideline

 

Powerpoint/Keynote Presentation with multiple color options per slide

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Fairwater E-Magazine Website


Fairwater started out of necessity between three friends who traveled all over the world on business trips. While on those trips, they had opportunities to explore during any downtime. After doing research for what to do during that time, they struggled to find websites and travel guides that fit their tastes and lifestyle. The three friends started to swap their own curated “guides” between each other and with other acquaintances and family members, who happened to travel to places where they have been.
Each guide read like an editorial of their experiences, from wandering around the dark streets of Shanghai after a late meeting to the best public bathroom they’ve ever seen in Dubai. A very wise aunt suggested that they post these guides online and Fairwater was born.




The concept of Fairwater is not to be just another information website, but an ethereal experience of wanderlust. It is an online magazine with editions released four times a year. Large artfully shot images, clever and simple copy, and a minimalist look highlight the lifestyle and aesthetic of the three founders. Each edition has an index page that leads to articles now written by multiple writers and features talented photographers.
There are city and country guides that live on the site as well that are updated periodically to reflect any new openings or closings of dining, cultural or retail institutions.



A store with highly curated goods that are made in various countries all over the world, is also included on the site.

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Rustic L.E.S. Branding

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Rustic_Lunch_Menu_O-01Lunch Menu

 

Rustic_Dinner_Menu_Final_O-01Dinner Menu

 

Rustic_Brunch_Menu_O-01Brunch Menu

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After a successful run with a Mediterranean-Moroccan food truck, Bistro Truck, Elsa Leon and Yassir Raouli wanted to open their first brick and mortar restaurant. They found a small space in the bustling Lower East Side of NYC to open their farm-to-table spot dubbed “Rustic L.E.S.”

The decor of the space was indeed rustic with a homemade feel – all fitting to the style of food being served, homestyle Moroccan dishes. They wanted their branding for the space to still be connected to the truck, but to also stand on its own for the restaurant.

The rooster illustration comes from their Bistro Truck logo, with small refinements made to the color and line weights. The addition of the pitchfork and woodcut typeface brings in the farm-to-table aspect of the restaurant.

For the print collateral and website, the rustic, homemade look was expanded with a hand-drawn look. The illustrations, elements, and type are a mix of styles but work well together and still feel refined and sophisticated. The colors are simple and muted, and work well with the woodsy, dark decor of the space.

aden + anais® rebranding

aa_classic_oldNewold and new classic packaging

 

aa_classic_new_backSidenew side and back of packaging

 

aa_embossDetailembossing detail

 

aa_new_Swaddle_Classic_Detail1silver foil and texture detail

After considering redesigning and upgrading the aden® brand, aden + anais had to upgrade the bread & butter boutique brand. Months and months of development on the construction of the box, trying to create something that was giftable and exciting to open. The decision ultimately was to utilize the same construction as aden, but to put the effort into upgrading the whole look.

Starting with the product that started it all, the swaddles, the move to change the signature window was strategic. Other competitors changed their packaging to use the same window, so to stay one step ahead, a new signature “smile” was created. The new window allows for more of the product to be seen as well as create a signature shape that could be used in multiple ways on other collateral.

Everything was simplified and upgraded to a sophisticated feel, from the product name on the front to the flexible grid of images on the back. Even with the addition of translations, the packaging does not feel cluttered or out of proportion.

To make a corrugated box feel more sophisticated and special, finishing techniques are used to elevate the look of the simplified box. An overall debossed texture was applied to the original matte lamination, giving the consumer an instant feeling of the quality product that is on the inside. A spot UV and embossed logo pops off the signature pool to contrast the debased texture. To highlight the smile and add another pop on the shelf, silver foil was added as a border to the signature smile.

The old packaging utilized colors and paper stocks to distinguish between the different types of fabric: classic cotton, bamboo and organic. With the interest of a smooth transition in mind, color was utilized on the lower portion of the box to clearly distinguish the difference between the fabric types. The bamboo did away with the crunch kraft paper, for a rich, chocolate brown that is a primary brand color. The organic set stuck with the signature warm gray, as it is a wonderful complement to the primary colors.

 
 
 

aa_bamboo_oldNewold and new Canadian bamboo packaging: front

 

aa_bamboo_Backsold and new Canadian bamboo packaging: back

 

aa_bamboo_closeupcloseup of Canadian bamboo packaging

 

aa_organic_oldNewold and new organic packaging

 

aa_organic_sidenew organic packaging closeup

 

To see the rebranding of the aden line, click here

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Howard – Kirk Wedding Invite

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The Howard – Kirk wedding took place on the beach in the beautiful island of Barbados. However, both the bride and groom are from the Caribbean, and didn’t want a cliché destination wedding looking invitation package. Jewel tones and a party atmosphere were two key themes for this wedding and they wanted that reflected on all collateral. A sunset on the beach was the inspiration for the look. The colors printed on an uncoated stock wash into each other like watercolors, complete with a golden reflection from the gold foil imprinted onto the surface.

The type was whimsical, yet sophisticated like the couple’s personalities. The flourishes, inspired by ocean waves, border on wedding invite and lounge flyer to reflect the atmosphere of the evening.

Seraita–Standard Wedding site

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Weddings have evolved beyond the thermographed invites and rsvp cards with the prim rib menu choice. It’s now important for a couple to have a website with all the information for their guests.
 
For this website, the only graphic element that was determined at the time of development, were the theme colors. To keep it somewhat generic but without loosing the personality of the couple, simple elements were created that were then incorporated into all pre-wedding pieces (i.e. save the dates, respondence cards) An anthropomorphic illustration used their thumbprints standing on a “round hill”, alluding to the venue location. Banners were also an element that was used throughout the site and also featured on their pre-weedding print collateral.
 
The sections built into the site were informative as well as entertaining. Photography was a primary feature to appeal to the viewer, an FAQ section to answer all the detailed question a guest might have and the RSVP section made it incredibly easy for a guest to respond – no excuses for lost mail!

KCDC rebrand

KCDC Logo

redesigned logo

 

logo-home

old logo

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logo on skateboard deck

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logo on shirt

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The Brooklyn, NY skateshop moved into a new location in the rapidly changing culture hub of Williamsburg. They were looking for a logo that upgraded the brand to transcend skateboarding and to attract newer, affluent residents of the area – all while not isolating the skateboard community that helped build them to the influential shop they are.

The redesigned logo uses the colors of their old logo, while dramatically upgrading the type and style. The style of the type may be sophisticated, but speaks of the “urban cowboy” rebellious skateboard culture. The addition of the skateboarding crown represents the county of Kings (Brooklyn is in Kings County in NYC), and subtly suggests that they “run and skate Brooklyn”. It can also be used as a stand alone element and accent both soft and hard goods.

Warren Street Soap Company

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bar soap in packaging

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flat label

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Warren Street Soap Company started off as a hobby creating holiday presents for friends. As they received more requests for soaps, the spark for the enterprise turned into the opening of their first brick and morter store. The sophisticated, all natural soaps utlized local and unusual ingredients. The logo speaks to the quirkiness of the owners and the heritage of the hudson valley. The textured paper wrap is accented with an ombre-dyed satin ribbon, and secured closed with an uncoated cream label wrapping the edge.

aden® rebranding

aden_oldNewbefore and after

 

aden_New_2side and back

 

aden_New_36 uses in one call out

When you have a recognizable, successful, rapidly-growing brand, it’s only natural that competitors would try to emulate you. After competitor brands did just that and managed to outsell the original, muslin swaddle brand in the US, aden + anais knew it was time for a rebrand. The first step was to upgrade the look of their secondary, mid market brand, aden.Competitors were boxing their swaddles in a similar box to the boutique aden + anais brand, which increased sales due to its more sophisticated look and giftability. aden needed a look that could not only compete, basically with itself, but the emulators.

First step was to eliminate the plastic packaging and move to a giftable box. The overall design was upgraded to a more fun and cheeky design, which better reflected the brand. The signature aden and anais colors have more of a presence, but the white gloss makes the box pop in the harsh lighting of the mid-tier stores.

Many people didn’t know the many uses of the swaddle (not including moms wearing it as a scarf or beach wrap!), so it was important to call out the multiple uses on both the back and front of the box. The existing illustrations received a few tweaks to round out the look, and the large image on the back is fresher and more up-to-date. The information was simplified so it was easier to read and understand.

aden_New_4new back and old back of packaging

To see the rebranding of the boutique line, click here

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ideal baby™

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ideal baby products

 

ideal-baby-bibs

bib packaging

 

ideal-baby-swaddle copy

swaddle packaging

 

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swaddle packaging: front close up

 

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swaddle packaging: back close up

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Keeping with their mission to create high quality products to simplify the lives of parents everywhere, aden + anais® created their third sub-brand: ideal baby.
 
ideal baby targeted big box and drug stores, with products at a lower price point without sacrificing quality, for a different demographic than their other two tiers. The prints are brighter and more simplified, making it more versatile and accessible. The key was to make it recognizably a sub-brand of aden + anais. The same colors and similar illustration style were utilized, as well as the introduction of the slope that was introduced in their new rebranded products. The slope was doubled to make the packaging look like it was hugging the product, making it more friendly.
 
Education for this demographic was also key. Tips and pointers where placed on each product to better educate the consumer on ideal baby, what muslin is and other parenting advice. Illustrations were used instead of lifestyle photography to show the product being used.
Instagram did not return a 200.

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