Palmera Wild Brew is a fictional kombucha brand I developed as a complete identity design exercise, with a focus on building a cohesive brand system from concept through execution. The project began as a way to challenge myself at a time where working in an agency didn’t give me much freedom to conceptualize an entire brand from start to finish - could I create my “dream” brand?
The design process started with defining the brand's environment and personality, using the Peruvian jungle as a source of visual inspiration, as I was born and raised in Peru (not in the jungle though!). From there, I developed a color palette based on naturally occurring tones found within the landscape, including deep greens, earthy neutrals, and vibrant tropical accents. Typography was carefully selected to balance character and functionality: a distinctive display face creates memorable brand moments while a more versatile supporting typeface maintains readability across packaging, marketing materials, and digital applications.
A key objective was creating a flexible visual language that could extend beyond the logo. To achieve this, I developed a system of hand-drawn patterns, irregular shapes, and flowing dividers inspired by river currents, root systems, and natural growth patterns. These elements create consistency throughout the brand while reinforcing its organic personality. I also established guidelines for photography, brand voice, and application standards to ensure the identity remains recognizable across multiple media.
The final brand guide demonstrates how a strategic concept can be translated into a complete visual system, including packaging, social media, and merchandise applications. By defining not only the logo and color palette but also the supporting graphic elements, tone of voice, and imagery standards, the project showcases my approach to building brands that are both visually distinctive and scalable across a variety of real-world uses.
