entalle | packaging design for tropiclabs

Following a comprehensive brand positioning workshop—where we defined the brand’s mission, vision, and core values—we transitioned into the creative phase, translating strategic insights into visual directions.

Challenge: The selected brand positioning was broad and required refinement to strike the right balance, particularly in expressing femininity without leaning into clichés.

Solution: We developed three distinct visual concepts, each exploring a different degree of visual intensity. This approach allowed us to evaluate how varying levels of boldness and softness could align with the brand’s identity and resonate with the target audience.

With the strategic foundation in place, we moved into the creative exploration phase—translating the brand’s positioning into visual identity. Below are two distinct logo directions for Co-Motion, each capturing a different facet of the brand's personality while staying aligned with its core values.

First option leans into a minimalist and modern aesthetic, using clean, geometric forms with high visual contrast. The sharp cuts in the circular forms add a sense of movement and energy, aligning with the name Co-Motion.

The second option introduces more softened letterforms and the playful use of the red dot as a visual anchor subtle retro undertone. The red dot not only breaks the word but also acts as a symbol of collaboration or dialogue, reinforcing the “co-” in Co-Motion.

From a strategic standpoint, we moved forward with first direction that aligns best with the brand’s progressive and future-facing identity, while maintaining just enough edge to remain memorable. The sharp cuts in the "C" and "O" introduce a dynamic tension that speaks to motion and momentum, while the overall structure remains clean and timeless. Visually, it achieves a balance between being bold and minimal, making it highly adaptable across digital and print formats.

Our visual identity is anchored in a bold and expressive color palette that balances energy with softness. The primary colors—a mix of vibrant periwinkle, deep plum, and a fresh lime—create a distinctive and modern tone, while warm neutrals bring in a sense of calm and clarity. The secondary colors expand the system, offering flexibility to dial visual intensity up or down depending on context, from playful pastels to grounded, rich hues.

We chose Manrope for its geometric simplicity and contemporary character. The use of Extra Bold weights adds confident visual impact in headers and brand statements, while the Regular style ensures readability and a friendly tone in body copy. Together, they strike a balance between professionalism and approachability, echoing the brand’s dual nature—strong yet inclusive.

As a next step, we applied our full brand system to ensure every slide feels cohesive, vibrant, and distinctly Co-Motion.

My role: I led the collaboration with a freelance graphic designer to develop our presentation templates. My role was to ensure that every design decision aligned seamlessly with our visual identity and brand values. I provided a clear creative direction grounded in our established typography, color palette, and tone of voice and I guided the designer through our brand system.

Result: throughout the process, I maintained a balance between creative exploration and brand coherence. As the result, we created a set of slides that support clear communication while visually reinforcing who we are.

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Brand Identity for Comotion

Concept #1

Concept #2

Concept #3

Step 2: Logotype concepts

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