These are sample brands, created by Desy to show her level — the same process she would run with yours: the problem, the paths to choose by seeing, and the result governed by a brand board.
The problem: A café with a borrowed internet logo and a different menu every month: every piece said a different name and nothing could be reprinted because the files didn't exist.
The paths: The Classic, The Bold and The Minimal — her pick was The Classic: in food, readability rules; the rising sun gave it its own gesture without shouting.
The problem: A store that sold like a boutique and looked like a bargain shop: the storefront didn't say its level, and the bag was the supplier's generic one.
The paths: The three paths — she picked The Minimal: lots of air and a single gesture (the hanger that becomes a leaf) so the clothes stay the protagonist.
The problem: A studio living on word of mouth because its image didn't say its level: with no identity, every social post and card came out different.
The paths: The three paths — she picked The Bold in its soft version: the wave that becomes a petal, a memorable gesture that keeps the calm the trade sells.
