The brief was to build a full brand identity and system from the ground up. Working with a strategist and copywriter, the brand’s core messaging and values were first articulated and then translated into a cohesive visual language.

Initially collaborating as part of a core team, my role expanded into outsourced art direction, curating in-house designers and leading the development of packaging for flagship products. Under my art direction, a comprehensive system was created — including logo, color palette, typography, illustration style, and extensions into packaging, stickers, and brand merchandise.

Re-feel now encompasses several sub-brands and packaging lines that cover supplements, collagen, and functional beverages. The identity system ensures coherence while allowing for expansion as the product family grows.

Launched in 2021, it has become one of the first wellness brands in Russia, building a cult following on social media and a notable presence nationwide.