Background
The Basiques is a fictional consumer brand built around a simple idea: designing clever everyday essentials that make daily life easier.
Its flagship product is a flat water bottle inspired by the format of an A5 notebook, making it easy to carry in a backpack, tote bag or laptop sleeve.
The challenge was to create a complete brand identity around a highly functional product while maintaining a strong emotional appeal.
Challenge
Create a brand identity capable of:
•Positioning a functional product as a desirable lifestyle object
•Making simplicity feel distinctive and memorable
•Building a scalable visual system for future product extensions
•Balancing practicality with a modern, premium aesthetic
•Creating a coherent universe from strategy to packaging
Creative Response
I developed a clean and contemporary visual identity built around the idea that everyday objects deserve thoughtful design.
The concept is based on:
•A minimalist visual language inspired by modern consumer brands
•A monochromatic and neutral palette to reinforce timelessness
•Simple typography focused on clarity and accessibility
•Functional iconography designed to support product storytelling
•A graphic system that highlights usability without sacrificing desirability
To reinforce the brand system:
•Creation of modular layouts adaptable across packaging and digital assets
•Consistent use of simple shapes and generous spacing
•Development of a visual language centered on everyday simplicity
Role & Production
•Brand strategy and positioning
•Visual identity design
•Logo design and brand mark creation
•Colour palette and typography selection
•Icon system development
•Packaging design
•Product photography and packshots
•Art direction and image creation
•Brand guidelines development
Project Approach
Starting from a product-first concept, I designed a brand ecosystem able to communicate both functionality and emotional value.
The approach focused on:
•Transforming a practical object into a lifestyle product
•Building a coherent identity across every touchpoint
•Creating a visual system that could easily scale to future products
•Combining simplicity, usability and premium perception
Key Deliverables
•Creation of a complete fictional consumer brand from concept to execution
•Demonstration of end-to-end branding capabilities
•Exploration of packaging, product photography and visual storytelling
•Development of a scalable brand system applicable to future product categories
