Ferma Rozelor is a small, product-based business focused on artisanal rose-based preserves, built around local production and traditional recipes. The goal of the project was to develop a brand design system that could support current products while remaining flexible enough to scale across future assortments.
Beyond designing a logo, the challenge was to create a coherent visual system that balances warmth and tradition with clarity, consistency, and long-term usability – especially in packaging and product differentiation.
The project started from a set of sketches and visual references provided by the client. These reflected a more illustrative and decorative direction, closely tied to handmade aesthetics and traditional craft influences.
Based on this input, several early design explorations were developed to better understand the desired visual language and to test how this direction could be translated into real-world applications. These initial proposals helped define the boundaries of the aesthetic and highlighted both its strengths and its limitations when applied at scale.
As the project evolved, it became clear that the initial illustrative approach, while expressive, would be difficult to maintain consistently across multiple products and future variations.
The focus therefore shifted from a purely decorative solution to a more structured brand system, one that could preserve the brand’s warmth and authenticity, while introducing clearer hierarchy, repeatable rules, and better adaptability across packaging formats.
This shift marked the transition from an isolated visual concept to a scalable brand design system, designed to grow alongside the business rather than limit it.
The stakeholders were initially happy with the first drafts, but once the concept was brought to life, it became clear that the illustration-led approach didn’t fully support the brand’s long-term direction.
The next step was to rethink the logo beyond its visual appeal and focus on how it would function as a core element of the brand system. At this stage, I took on an extended role in the project, stepping in as a brand designer to redefine the direction of the identity.
Being already involved in managing the project, I was familiar with its context and constraints. I revisited the brief, research insights, and early sketches with the goal of developing a logo that could work as a flexible and recognizable system, rather than a single visual outcome.
Here are some quick notes from the briefing document:
When developing the logo, the focus was on preserving the brand’s core symbols – bees and roses – while simplifying them into a form that could scale across different applications.
The color palette was defined to support recognition and consistency: black and yellow referencing bees, and pink reflecting the rose-driven identity behind the name “Rozelor”.
Multiple illustration-led approaches were explored early on, but the direction gradually shifted toward simplification and clarity. After numerous iterations, the final logo emerged as a balanced solution – distinctive, recognizable, and easy to apply consistently across products and future brand materials.
This direction was immediately validated by the stakeholders, confirming that the identity aligned with both the brand’s values and its long-term goals.
A few months after the logo was finalized, the brand moved into its next stage: applying the visual identity to real products. The goal was to scale the brand design system into packaging by creating a flexible label template that could be reused across multiple assortments, both existing and future.
Early design explorations helped clarify how terms like “modern”, “premium”, and “elegant” should translate visually for the brand. Aligning on these interpretations was a key step in refining the system and ensuring consistency across products.
Through iterative refinement and close collaboration with the stakeholders, the label design evolved into a structured, adaptable solution. The final outcome is a reusable label system successfully applied across multiple assortments, proving the scalability and consistency of the brand design system in real-world use.
Let’s start by understanding where your brand is now and where it needs to go.
If you’re looking to clarify, evolve, or scale your brand, this is a good place to start. Whether you already have a clear direction or are still defining it, I work with businesses to translate objectives into coherent, scalable brand design systems.
bogdan@casota.ro
First, help me understand your goals, context, and what you’re trying to achieve by answering a few quick questions. After that, I’ll get back to you as soon as possible to discuss next steps.
