8/26/25
•
Tobias Candela
Koreli Brand Identity
Koreli Brand Identity
Goal
The goal was to create a brand strategy and visual identity that would give the project a clear positioning in its market while making it instantly recognizable and relatable. Beyond just a logo, the objective was to build a cohesive system — including colors, typography, and visual language — that reflects the brand’s personality, communicates its values with clarity, and can scale seamlessly across digital and physical touchpoints.
Goal
The goal was to create a brand strategy and visual identity that would give the project a clear positioning in its market while making it instantly recognizable and relatable. Beyond just a logo, the objective was to build a cohesive system — including colors, typography, and visual language — that reflects the brand’s personality, communicates its values with clarity, and can scale seamlessly across digital and physical touchpoints.
Goal
The goal was to create a brand strategy and visual identity that would give the project a clear positioning in its market while making it instantly recognizable and relatable. Beyond just a logo, the objective was to build a cohesive system — including colors, typography, and visual language — that reflects the brand’s personality, communicates its values with clarity, and can scale seamlessly across digital and physical touchpoints.
Problem
The challenge was to design a visual identity that stood out in a saturated market while staying true to the brand’s essence. Many competitors relied on generic or overly polished aesthetics, making it difficult for the brand to differentiate itself. The problem was finding a balance between distinctiveness and clarity — creating an identity that felt unique, memorable, and aligned with the brand’s values, while remaining approachable and functional across different platforms.
Problem
The challenge was to design a visual identity that stood out in a saturated market while staying true to the brand’s essence. Many competitors relied on generic or overly polished aesthetics, making it difficult for the brand to differentiate itself. The problem was finding a balance between distinctiveness and clarity — creating an identity that felt unique, memorable, and aligned with the brand’s values, while remaining approachable and functional across different platforms.
Problem
The challenge was to design a visual identity that stood out in a saturated market while staying true to the brand’s essence. Many competitors relied on generic or overly polished aesthetics, making it difficult for the brand to differentiate itself. The problem was finding a balance between distinctiveness and clarity — creating an identity that felt unique, memorable, and aligned with the brand’s values, while remaining approachable and functional across different platforms.
Insight
Research showed that audiences respond best to brands that feel both authentic and approachable, rather than overly corporate or generic. Visual identity is not just decoration but a signal of trust, personality, and professionalism. To stand out, the brand needed to communicate its values in a way that was simple, consistent, and emotionally engaging, creating a balance of memorability and usability across every touchpoint.
Insight
Research showed that audiences respond best to brands that feel both authentic and approachable, rather than overly corporate or generic. Visual identity is not just decoration but a signal of trust, personality, and professionalism. To stand out, the brand needed to communicate its values in a way that was simple, consistent, and emotionally engaging, creating a balance of memorability and usability across every touchpoint.
Insight
Research showed that audiences respond best to brands that feel both authentic and approachable, rather than overly corporate or generic. Visual identity is not just decoration but a signal of trust, personality, and professionalism. To stand out, the brand needed to communicate its values in a way that was simple, consistent, and emotionally engaging, creating a balance of memorability and usability across every touchpoint.
Strategy
The strategy was to translate the brand’s foundations into a modular visual system that could adapt across media while staying consistent. This involved creating a versatile logo suite, a balanced color palette that conveys personality and mood, and a typographic pairing that blends clarity with character. An illustration and graphic style was developed to add distinctiveness and approachability, while clear brand guidelines ensured every element worked together as a cohesive whole. By aligning design decisions with the brand’s values and audience insights, the identity became both recognizable and scalable.
Strategy
The strategy was to translate the brand’s foundations into a modular visual system that could adapt across media while staying consistent. This involved creating a versatile logo suite, a balanced color palette that conveys personality and mood, and a typographic pairing that blends clarity with character. An illustration and graphic style was developed to add distinctiveness and approachability, while clear brand guidelines ensured every element worked together as a cohesive whole. By aligning design decisions with the brand’s values and audience insights, the identity became both recognizable and scalable.
Strategy
The strategy was to translate the brand’s foundations into a modular visual system that could adapt across media while staying consistent. This involved creating a versatile logo suite, a balanced color palette that conveys personality and mood, and a typographic pairing that blends clarity with character. An illustration and graphic style was developed to add distinctiveness and approachability, while clear brand guidelines ensured every element worked together as a cohesive whole. By aligning design decisions with the brand’s values and audience insights, the identity became both recognizable and scalable.
Process
The process began with research into the brand’s market, audience, and competitors to define the strategic foundations. From there, I created a moodboard to capture the desired atmosphere and direction, exploring colors, typography, and visual references.
This exploration led to the development of a logo system, a refined color palette, and typographic choices that balanced personality with readability. I then expanded the system with supporting graphics and illustrations, ensuring the brand felt both distinctive and approachable.
Finally, all elements were codified into clear guidelines, allowing the identity to be applied consistently across digital interfaces, print materials, and other touchpoints.
Process
The process began with research into the brand’s market, audience, and competitors to define the strategic foundations. From there, I created a moodboard to capture the desired atmosphere and direction, exploring colors, typography, and visual references.
This exploration led to the development of a logo system, a refined color palette, and typographic choices that balanced personality with readability. I then expanded the system with supporting graphics and illustrations, ensuring the brand felt both distinctive and approachable.
Finally, all elements were codified into clear guidelines, allowing the identity to be applied consistently across digital interfaces, print materials, and other touchpoints.
Process
The process began with research into the brand’s market, audience, and competitors to define the strategic foundations. From there, I created a moodboard to capture the desired atmosphere and direction, exploring colors, typography, and visual references.
This exploration led to the development of a logo system, a refined color palette, and typographic choices that balanced personality with readability. I then expanded the system with supporting graphics and illustrations, ensuring the brand felt both distinctive and approachable.
Finally, all elements were codified into clear guidelines, allowing the identity to be applied consistently across digital interfaces, print materials, and other touchpoints.
Highlights
You can see the full presentation here!
Highlights
You can see the full presentation here!
Highlights
You can see the full presentation here!
Outcome
A complete and cohesive brand identity that gives the project a clear voice and presence.
A flexible system combining logo, typography, color palette, illustrations, and usage guidelines.
Consistency across all applications while adaptable for future needs.
A brand that communicates its values, stands out in the market, and feels both approachable and professional.
Some of the work:
Outcome
A complete and cohesive brand identity that gives the project a clear voice and presence.
A flexible system combining logo, typography, color palette, illustrations, and usage guidelines.
Consistency across all applications while adaptable for future needs.
A brand that communicates its values, stands out in the market, and feels both approachable and professional.
Some of the work:
Outcome
A complete and cohesive brand identity that gives the project a clear voice and presence.
A flexible system combining logo, typography, color palette, illustrations, and usage guidelines.
Consistency across all applications while adaptable for future needs.
A brand that communicates its values, stands out in the market, and feels both approachable and professional.
Some of the work: