The essence of Sipal’s branding was to highlight that the products combined the high quality of industrial goods with the uniqueness of handmade craftsmanship. For Instagram, it was crucial to create a sense of intimacy and ensure the producer’s identity wasn’t overshadowed by the brand name. My task was to navigate this middle ground.

I chose the Helvetica font for its industrial formality and incorporated warm colors into the scheme to make the audience feel comfortable with the brand. I minimized the use of photos with white backgrounds to maintain a more personal touch. Additionally, one night while experimenting with the piano, a motif caught my attention. I recorded it and suggested it to the Sipal founder as an audio logo, which she accepted. I later created another variation of this motif for Sipal’s New Year’s greeting.