Can you feel a scent before you smell it?

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The BaeYork case study is a deep dive into how nature, science, colour, and scent can interconnect to define a brand system. Baeyork and I have a long-standing relationship, and when I think of a truly successful design system in my portfolio, this is the one that always comes to mind. The brief was simple: the logo needs a rebrand to convey their core value which is “plant-derived”. It was the pandemic, I was working on another project using artist’s inks. We experimented and developed a wonderful system that allowed us to play, interact with materials and use our visual senses to deliver the message. This became the foundation for Baeyork’s ingredients, packaging, and overall visual identity.

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The Result
With the Baeyork's color-code system, we achieved exactly what we set out to do: a sensory activation that heightens the physical product experience. It’s proof that when a brand system is rooted in a core truth, it can grow and adapt for years to come.