Category: Branding & Visual Identity

Website Marlen Weitzel

Per­son­al brand­ing web­site for mar­ket­ing strategist Mar­len Weitzel. I designed a per­son­al web­site for Mar­len Weitzel. The goal was to cre­ate a clean and pro­fes­sion­al online pres­ence that shows her strengths in strategy, brand­ing, and com­mu­nic­a­tion. The site has a simple, con­­tent-focused lay­out that high­lights her work and makes her ser­vices easy to under­stand. Clear […]

Domestication of Life

In fall 2017, the Uni­ver­sity of Zurich launched the inter­dis­cip­lin­ary lec­ture series From the Wild to Civil­iz­a­tion: The Domest­ic­a­tion of Life. Cov­er­ing top­ics from crop breed­ing pro­grams to the evol­u­tion of human nature, the series addressed ques­tions of social and polit­ic­al rel­ev­ance.

To engage a broad­er audi­ence bey­ond aca­demia, I developed a cam­paign fea­tur­ing indi­vidu­al posters for each of the 13 lectures—rather than the usu­al single design. Inspired by 1950s com­ic aes­thet­ics, the visu­als offered access­ible, humor­ous takes on com­plex top­ics while remain­ing aligned with the uni­versity’s cor­por­ate iden­tity. The series was shown across uni­ver­sity plat­forms, cinemas, intern­al dis­plays, and prin­ted posters.

The cam­paign was selec­ted for Grafik 17, Switzerland’s lead­ing graph­ic design exhib­i­tion.

Maximilian

How do you present a new, excit­ing cock­tail to guests every month without over­whelm­ing them with too much inform­a­tion? For the charm­ing Café Bar Max­imili­an in Zurich’s Kre­is 3, the solu­tion was a clear and enga­ging infograph­ic that cat­egor­ized their sig­na­ture cock­tails by fla­vor profile—fruity, sweet, and spicy. Integ­rated into the drink menu, this graph­ic could be eas­ily updated with new drinks each month without requir­ing a full menu redesign.

The design of the menu folder, fea­tur­ing a clip sys­tem and embossed cov­er, com­ple­ments the newly designed drink menu, cre­at­ing a cohes­ive and func­tion­al exper­i­ence.

Orchestra of Europe

Visu­al Iden­tity Design for an Inter­na­tion­al Clas­sic­al Ensemble. Foun­ded in 2011 by viol­in­ist Astrid Leut­wyler, the Orches­tra of Europe (OoE) is a col­lect­ive of musi­cians from across the continent—many of them former mem­bers of the pres­ti­gi­ous Gust­av Mahler Youth Orches­tra. From the begin­ning, it was clear that the brand­ing and cor­por­ate design for this ensemble needed to reflect more than just professionalism—it had to cap­ture music­al­ity, eleg­ance, and har­mony.

I developed a cus­tom word­mark based on a refined typeface, enhan­cing it with subtle, music-inspired details. The let­ters “c” and “h” are fused into a lig­at­ure, sym­bol­iz­ing con­nec­tion and flow. The “f”, drawn by hand, echoes the dynam­ic sym­bol forte, while the “p”—reminiscent of a music­al note—features a small flag, evok­ing an eighth note in motion.

The final visu­al iden­tity bal­ances restraint and expres­sion, much like clas­sic­al music itself. The brand­ing was applied across sta­tion­ery and print mater­i­als, includ­ing busi­ness cards and let­ter­head, sup­port­ing the ensemble’s inter­na­tion­al pres­ence with a quiet con­fid­ence.

This pro­ject is a great example of how brand­ing con­sultancy ser­vices and aes­thet­ic brand devel­op­ment can cre­ate visu­al sys­tems that are both func­tion­al and deeply meaningful—especially with­in the world of arts and cul­ture.

Pakka

Pack­aging Design for an Eth­ic­al Snack Brand. “Happy nuts taste bet­ter.” That’s not just a slogan—it’s a philo­sophy at the heart of Pakka, a Zurich-based Fair Trade and organ­ic pro­du­cer work­ing dir­ectly with farm­ing fam­il­ies in the coun­tries of ori­gin. By ensur­ing stable and above-aver­age incomes, Pakka sup­ports not only bet­ter live­li­hoods but also a more sus­tain­able food sys­tem.

Over the past few years, Pakka’s product range has grown sig­ni­fic­antly. I was brought on to expand their cor­por­ate design in line with the exist­ing brand iden­tity, and to cre­ate new pack­aging designs for each of their nut-based products. Each pack fea­tures a cus­tom-illus­trated Pakka anim­al, adding a play­ful and recog­niz­able visu­al ele­ment to the shelf pres­ence.

Pack­aging design is a dis­cip­line where everything comes togeth­er: visu­al storytelling, clear com­mu­nic­a­tion, reg­u­lat­ory com­pli­ance, and pro­duc­tion con­straints. It’s a challenge—but one I found deeply reward­ing, espe­cially know­ing that the work con­trib­utes to a brand with strong social and eco­lo­gic­al val­ues.

This pro­ject is a prime example of how brand­ing, aes­thet­ic brand devel­op­ment, and mul­tidiscip­lin­ary design for B2B and con­sumer products can sup­port mean­ing­ful change in the world.

Dogtores

Friendly Visu­al Iden­tity for a Com­munity-Focused Vet Clin­ic in Mex­ico.

The name Dog­tores is a clev­er blend of dogs and doctores (Span­ish for “doctors”)—a per­fect fit for a veter­in­ary clin­ic foun­ded by my friend Luis, a com­pas­sion­ate vet based in Puebla, Mex­ico. I was entrus­ted with devel­op­ing the clinic’s brand iden­tity, and in return, Luis offered some­thing equally mean­ing­ful: free spay and neu­ter ser­vices at a loc­al anim­al shel­ter.

The logo fea­tures a dog and a cat, Luis’ main patients. Rather than look­ing sick or ser­i­ous, the anim­als appear relaxed, even a bit mischievous—suggesting trust, recov­ery, and play­ful­ness. It’s rare to see unwell anim­als in a logo, but here, the focus is on the post-treat­ment moment: healthy, happy, and at ease.

The res­ult is a visu­al iden­tity that’s light­hearted yet professional—reflecting the clinic’s wel­com­ing tone and deep care for anim­al wel­fare. This pro­ject is a great example of how brand­ing con­sultancy ser­vices can sup­port socially driv­en busi­nesses and bring val­ues like com­pas­sion and access­ib­il­ity into visu­al form.

B Pretty

In the world of beauty stu­di­os, lotus flowers and shades of pink are often the default visu­al lan­guage. Not so for B Pretty, a boutique beauty stu­dio in Zurich’s Kre­is 4. Own­er Ant­oinette Val­ver­dé envi­sioned some­thing more refined—purist, min­im­al­ist, and far from cliché.

Dur­ing an on-site vis­it, I noticed the eleg­ant cop­per-toned shelving that gave the space a calm yet lux­uri­ous atmo­sphere. That detail became the corner­stone of the new visu­al iden­tity.

The brand­ing and graph­ic design for B Pretty are guided by clean lines and a dis­tinct­ive cop­per hue. Subtle yet con­fid­ent, del­ic­ate yet striking—the stu­dio now presents itself with a cus­tom word­mark and a cohes­ive iden­tity sys­tem across prin­ted mater­i­als includ­ing price lists, busi­ness cards, gift vouch­ers, and sig­nage.

Vlowers

Vlowers was Switzerland’s first vegan life­style magazine. Launched in spring 2015, ten issues were pub­lished and dis­trib­uted for free in cafés and shops around Zurich. Ini­ti­ated and pro­duced by myself and a copy­writer, the pro­ject quickly gained traction—by the second issue, advert­ising rev­en­ue fully covered pro­duc­tion costs.

But Vlowers was more than a business—it was a pas­sion pro­ject. I cre­ated the logo, visu­al iden­tity, edit­or­i­al design, and many of the illus­tra­tions, while mar­ket­ing and dis­tri­bu­tion were man­aged by just the two of us. Ulti­mately, the scope out­grew our capa­city, and we made the dif­fi­cult decision to end the pro­ject in late 2017.

Lanter

When the well-estab­lished law firm Lanter Recht­san­wälte, based in Zurich’s Seefeld dis­trict, decided to expand its ser­vices to include tax con­sult­ing for mid-sized busi­nesses, the part­ners saw it as the per­fect moment to rethink their visu­al iden­tity.

I was brought on to devel­op a new cor­por­ate branding—from the logo to sta­tion­ery and signage—reflecting both the firm’s long­stand­ing her­it­age and its for­ward-look­ing evol­u­tion. The res­ult is a pro­fes­sion­al and con­tem­por­ary brand pres­ence that sup­ports Lanter’s grow­ing range of ser­vices while remain­ing rooted in its leg­al tra­di­tion.