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Articles & work — 16

…the pumpkin's silhouette as a mark that can be scaled, cropped, and reoriented across packaging, labels, and secondary materials, a modular asset rather than a fixed lockup. The color…

…compete on price, selection, or convenience. Erewhon competes on identity. You're not buying food. You're buying membership in a wellness-forward, aesthetically conscious, economically unbothered…

…where the brand must function at small scales (app icons, social media avatars, physical packaging, embroidered merchandise) a standalone mark remains structurally necessary. Consumer goods…

…digital-native work Dinamo: type-led identity work Happycentro: illustration-first packaging and identity Atla Branding Agency: Austin/Mexico City, hospitality and consumer-goods…

…skincare line, a luggage brand, a vitamin subscription, a toothbrush startup, and a dog food delivery service. Now squint. Remove the product photography and you are looking at the…

…to book design than magazine design. Influential among indie publishers. 12. Hot & Cool Food magazine from Copenhagen that redefined what a food magazine could do typographically. Display…

…brand weight than a wordmark, and investing accordingly. 19. Oatly Distinguishing move: Packaging-as-editorial. Hand-drawn marks, dense first-person copy, cream background. Steal: the…

Brands — 3

Reggie

Pet food brand with character-driven illustration and packaging. Austin, TX.

I AM ITALIANO

Premium chocolate by Sabadì. Packaging that doubles as collectible postcards of Italian cultural icons.

Oatly

Swedish oat-milk brand. Hand-drawn, typographically chaotic packaging. Jens Müller's school.