VERA
Branding
Illustrator
Photoshop
To develop a connotative—suggestive rather than literal—abstraction of an object, I constructed a visual identity derived from key operative words, expressed exclusively through grid systems, geometric structure, and reductive form. Surrounding this abstract mark, I built a comprehensive Professional Practices suite, including a Graphic Standards Manual, stationery system, and organized file-naming framework to ensure clarity, cohesion, and longevity.
The resulting brand, VERA, is a Mexican coffee roaster whose name is derived from Talavera—the traditional Mexican pottery celebrated for its luminous glaze, intricate craftsmanship, and vibrant pattern work. These cultural references inform the visual language, lending the brand specificity, richness, and memorability while honoring its heritage.
Over the course of six weeks, the project culminated in a complete brand guidelines book, a fully realized stationery system, and a professionally packaged file suite prepared for implementation.