Designer
In Finland, minority cultures are often depicted in a stigmatised and stereotypical way.
We love the idea of the logo being nearly unreadable, abstract and artistic. The idea of unreadability symbolises how minorities and their unique cultures are often perceived through the eyes of the majority.
The rounded design language of the logo represents the Earth, and pays homage to ’80s and ’90s graphics, wooing especially millennial parents.
While the instinct might be to choose something cute and childlike for a baby brand, I’ve opted for typefaces that are simple and timeless to balance out the colourful packaging and vibrant photography.
They’re fun, approachable and modern, but still neutral and timeless.
Oftentimes organic cosmetics branding has muted, earthy colour palettes; the Pauli & Sisters identity tries to steer away from that by introducing vivid, saturated colours in the packaging and overall branding.
I wanted the haptic experience to kind of mimic imperfect and uneven skin texture, to emphasise even more the typographic scar idea on the front.
The Brand Identity’s article by Poppy Thaxter showcases six design projects that exemplify the beauty and craft of foil stamping and other print finishing techniques. Featuring work by studios such as Tomorrow Studio, The FUTURE they PROMISED, and Studio Sly, the roundup highlights how metallic and tactile finishes elevate packaging, editorial, and identity design. Each project demonstrates a balance of restraint and opulence in applying foil and texture.
The Brand Identity features the second issue of FEW Magazine, a collaborative editorial project celebrating the Finnish Somali diaspora. Designed by Marina Veziko, Tino Nyman, Tytti Halonen, and Matilda Diletta under the editorial direction of Ujuni Ahmed, the issue merges Somali cultural aesthetics with contemporary design. The project employs expressive typography, gold and silver accents, and a variable logo inspired by Somali scripts to challenge stereotypes and foster cultural understanding.
The Brand Identity’s feature article by Poppy Thaxter spotlights 13 branding projects that prominently use the colour red. The roundup showcases work from studios including 40MUSTAQEL, Studio Deploy, Navarra.is, LG2, and others, exploring how red conveys emotion, energy, and confidence across diverse industries. The piece celebrates the expressive power of colour in identity design.
The article spotlights Helsinki-based designer Marina Veziko’s vibrant and sustainable brand identity for Freestyle, a new eco-friendly baby care brand. The identity combines a playful, colorful aesthetic with a custom wordmark inspired by the Earth and retro graphics, balancing sustainability with visual energy. Collaborations spanned photography, 3D, motion, and web development to create a cohesive, standout brand presence.
The article showcases Helsinki-based designer Marina Veziko’s vibrant and typographically expressive identity for the organic skincare brand Pauli & Sisters. The design breaks away from typical muted cosmetic aesthetics, using vivid orange and pastel blue tones, embossed textures, and playful typefaces to reflect the brand’s youthful and ethical spirit. The identity captures both the sincerity and energy of the brand’s founders and their eco-conscious mission.