Brand Identity · Packaging · Editorial · Art Direction

Grimms is a visual identity and packaging project inspired by the darker, more mysterious side of traditional fairy tales. The project explores how familiar stories can be reinterpreted through a contemporary visual system that feels atmospheric without becoming overly literal.

The Concept

Fairy tales have traditionally been associated with a sense of wonder, but many of their original stories also contain darker and more unsettling elements.

I wanted to explore that contrast through a visual identity that felt mysterious, refined, and slightly unexpected.

Visual Identity

The identity combines expressive typography with a restrained graphic language to create a system that feels connected to the subject matter while remaining contemporary. I focused on creating contrast between elegant and darker visual elements, allowing the identity to feel both familiar and unfamiliar.

Publication & Packaging

The visual system was extended across printed and physical applications, including publication and packaging. Typography, imagery, and layout were used consistently across the pieces while allowing each application to have its own visual emphasis.

The physical applications were designed to feel like objects that belong to the world of the stories rather than simply promotional materials.

Final Outcome

Grimms gave me an opportunity to explore how art direction can transform a familiar subject into a cohesive visual experience.

The final identity balances storytelling with a contemporary design system across both print and physical applications.

Disciplines:
Brand Identity · Packaging · Editorial Design · Art Direction · Typography

Tools:
Adobe Illustrator · Adobe InDesign · Adobe Photoshop · Procreate