2017-2020
Freelance
Services:
Branding & Identity, Pattern, Packaging, and Product Design
Village Thrive
For this project, I led a rebrand for Village Thrive, a for-good, female-owned business seeking a cohesive identity system and custom patterns for new products, including kimonos and wall tapestries. Village Thrive is rooted in giving back, with each hand-crafted product supporting initiatives such as job creation, vision restoration, orphan care, and beach cleanups in Bali.
Branding + Identity
The identity centers around a simple wordmark built from hand-rendered typography, characterized by a loose, flowing, and slightly imperfect script. This handwritten quality reflects the brand’s emphasis on humanity and softness, while the movement of the letterforms draws inspiration from the ocean and beaches of Bali, where the products are made. The logo was developed as a flexible system with multiple variations, unified through consistent typography, color, and hand-drawn elements to ensure adaptability across applications. The primary use case for the new logo is the storefront and cafe in Cangu, Bali.
To support the identity, I created a comprehensive brand guide outlining messaging, logo usage, typography, color palettes, photography direction, and graphic elements. This document serves as a foundation for maintaining consistency across all future brand communications. View the brand guide here.
Pattern & Product Design
I developed a series of custom patterns and surface designs that extend the visual identity into product. In line with the hand-rendered logo, the patterns are built from entirely hand-drawn elements, reinforcing the brand’s warmth, humanity, and approachable nature.
These designs were created primarily for screen-printed textiles such as kimonos and tapestries, while remaining flexible enough for broader applications across print and digital, and were eventually translated into custom coffee bag packaging. I worked closely with Village Thrive’s marketing team and a production team to develop and execute the coffee bag designs from concept through production. Individual elements can also be extracted and used as standalone graphics, allowing the system to scale and evolve across touchpoints.