TONIC
STUDIOS

Tonic Studios is a craft company behind Nuvo & Craft Perfect, serving a worldwide creative community.

As Brand Manager & Lead Designer, I led visual identity across product, packaging, and marketing. Helped bring new items to market while keeping both brands cohesive and consistent.

The focus was a clear, scalable design that supports fast-paced product development & connects with makers globally

PROJECT: Visual Identity Design

DELIVERABLES: Brand Management/Packaging/Trend Collections

TIMELINE: N/A

Tonic Studios needed to consistently launch new craft products at speed while keeping two growing brands, Nuvo and Craft Perfect, visually aligned and instantly recognisable across a global market. The challenge wasn’t just creating appealing packaging, but maintaining clarity and cohesion across hundreds of SKUs, formats, and evolving product lines.

The tension sat between creativity and structure: each product needed to feel fresh and exciting, but still unmistakably part of the same brand world. With tight production timelines, technical constraints from manufacturing, and strong internal expectations around brand consistency, every design decision had to work hard visually, commercially, and at scale.

The approach focused on evolving an established system, refining Nuvo and Craft Perfect to feel more cohesive, premium, and intentional without losing brand recognition. For Nuvo, a metallic silver and grey base created a high-end feel, paired with a refined script for product names and a clean sans serif for clarity, balancing expression with legibility. Craft Perfect was kept minimal with whites and neutral greys to ensure consistency and avoid competing with the vibrant craft materials. Across both ranges, colour was used sparingly so the products remained the hero, resulting in a tighter, more consistent system that could scale while retaining each brand’s identity.