Challenge
Building a brand from zero with limited resources, while working with a highly specific and technically demanding material — borosilicate glass. The core challenge was not only establishing brand awareness and finding the right audience, but ensuring that the brand's spirit, visual identity, and product all spoke the same language — so customers experience no contradiction between what the brand says and what it delivers.
Solutions
Developed a unified creative system where brand philosophy, visual identity, and product design reinforce each other at every level. By defining a clear brand voice and aesthetic language early on, every creative decision — from campaign photography to packaging — was made within the same framework. This consistency transformed the material's limitations into a distinctive strength, and gave Yeelen a recognizable presence despite being an early-stage brand.
YEELEN Brand Design
My Role:
Brand & Creative Lead
Munich · 2025
My Responsibilities:
Brand strategy, Corporate identity (CI), Visual design, Website, Campaign photography and editing, Social Media
