BRANDING
CATEGORY
SOOO MORISH
BRIEF
Sooo Morish is a food creator built around personality, creativity, and a love for food. The goal was to create a playful and recognisable visual identity that could help establish the creator across social media platforms.
The project focused on developing a flexible brand suite, including a custom logo, logo variations, typography, colour palette, and supporting visual assets for social media.
MY ROLE
I led the branding process from concept to final delivery, including developing creative directions, designing the visual identity, creating a custom logo suite, selecting supporting typography, designing social media icons, and creating a logo animation for digital use.
PROBLEM SOLVED
As a creator, Sooo Morish needed an identity that felt as unique and memorable as the person behind it. The challenge was creating a visual system that captured her playful personality, love for colour, and food-focused content while remaining versatile enough to work across different social media touchpoints.
— BEHIND THE WORK
KEY DECISIONS
DESIGN DIRECTION & STRATEGY
The identity was designed to feel playful, expressive, and personal, reflecting the creator’s bubbly personality and strong sense of style.
Rather than adapting an existing typeface, I created a fully custom illustrated logo by hand, allowing the lettering to merge and interact in a way that captured the fun, fluid nature of the brand.
A vibrant orange colour palette was introduced as the foundation of the identity, representing the creator’s personality and energy. The custom icon mark—a playful food-inspired emoji—was developed into a flexible visual system with different expressions for use across social media highlights and content.
CONSTRAINTS & SOLVES
The biggest design challenge was creating a unique logo style that couldn’t be achieved through existing fonts, which led to developing a fully custom illustrated wordmark from scratch.
— THE JOURNEY
