Research is essential when starting a new project. I begin by analyzing brand competitors, identifying the target audience, and exploring opportunities for problem-solving.

 After gathering research, I refine the brand’s direction. This includes selecting a name that aligns with its values and determining an appropriate price point, among other key decisions.

 I draw inspiration from a variety of tactile and visual sources, such as books, documentaries, films, in-store visits, and magazines, depending on the needs of the project.

 Sketching is a crucial step for developing ideas before moving into design. I use it to explore concepts ranging from packaging structures to brand symbols and logos.

The final stage is the transition into digital design, where initial ideas are developed and brought to life.