BRAND DESIGN - YEELEN

Jewelry Brand | Munich | 2025-2026

My Role

Yeelen - Co-Founder & Brand/Creative Lead

Client

Yeelen ("light" in Bambara) - Munich-based handcrafted glass jewelry Brand. Hand-finished, limited or one of a kind.

Responsibilities

Defined product color/material direction in collaboration with founders
Built and designed the brand website end-to-end
Independently authored and designed the complete Brand Guideline (manifesto, personality, logo system, typography, color specifications)
Planned and produced Newsletter content
Directed and shot brand campaigns
Managed social media strategy and content productionDesigned brand packaging

Challenge

Brand is in late-stage product development, pre-launch - building the visual identity and market communication system in parallel, without an existing audience or market validation to draw on
Translating an abstract brand philosophy (material honesty, restraint, craftsmanship over trend) into concrete, consistent visual and verbal language across every touchpoint
Operating with founder-level ownership but startup-level resource constraints - one person covering product, brand, digital, and content simultaneously

Solutions

Grounded brand personality and design logic in the name's origin - "light"
Designed a figurative "Y" logo using triangular notches to evoke light breaking through
Built a complete typography and color system for cross-touchpoint consistency
Directed packaging design and photography style true to material-honest brand values
Used AI tools (ChatGPT, Claude, Gemini, KlingAI) to scale content output within budget

Status

Yeelen is currently in pre-launch, with the full brand system, website, and packaging complete and ready for market entry.

Brand Identity Lead / Art Director

Brand Identity Lead / Art Director

Brand Identity Lead / Art Director