From Idea to Identity: Brand Systems That Survive New Channels

Great branding starts with positioning, not pixels. Who we serve, what pain we remove, and why we’re the right choice. Once that’s clear, you build a system—type, color, spacing, voice—that travels from packaging to web without losing itself.

Start with positioning

Own a clear problem and audience. “Sustainable premium packs for indie cosmetics” is a better compass than “we design things.”

Build a usable system

Define token-level choices (type scale, color roles, radii, shadows). Consistency speeds creativity and reduces rework.

Prototype in context

Approve nothing in a vacuum. Test the identity on a carton, bottle, landing page, and thumbnail. If it breaks, fix the system.