Alfeli - Visual identity

2022

Context:
I developed a refined brand identity for Alfeli, the personal brand of renowned chef Ale Navarro, emphasizing her commitment to quality ingredients and local economies.

Objective:
The goal was to create a natural brand identity for Alfeli that embodies empathy, consciousness, and Ale’s commitment to fair trade and local economies. It needed to reflect her passion for cooking and dedication to quality ingredients while being timeless and versatile for her future restaurant endeavor.

Role:
As the lead designer, I crafted both horizontal and vertical logo variations and packaging labels for Alfeli’s first product line, which includes cookies and preserves. I also developed a custom botanical pattern for enhanced visual appeal.

Solution:
The logos were designed to be elegant yet approachable, complemented by a pattern featuring hand-drawn illustrations of fennel flowers and cilantro sprigs, representing freshness and quality. The color palette was thoughtfully chosen to evoke nature and gourmet craftsmanship, aligning with the brand’s core values.

Outcome:
The final branding effectively conveyed the high-quality and conscious essence of Alfeli, delighting Ale Navarro and positioning the brand for future product expansions and the eventual opening of her own restaurant.