A client requested a Brand Guide to create a unified brand visual identity across social media, web, ads, and campaigns. They needed an overall brand aesthetic—colors, typography, and elements – to become distinct and recognizable.
Ethnic brand guide design
The client mentioned that they wanted the brand guide to have an ethnic-inspired aesthetic, so I explored this style more deeply to better understand its visual characteristics and atmosphere.
Ethnic style is a design aesthetic inspired by traditional cultural elements from specific regions, communities, or historical groups. It often includes recognizable patterns, ornaments, textures, materials, colors, and craftsmanship connected to cultural heritage. I checked what elements and outlines this style has.
A quick research of the ethnic style
When I researched ethnic style, I noticed that it feels more human and slow-paced in design, often avoiding strict geometry. It has a warm, familiar atmosphere with grounded, earthy colors and more natural, organic forms.
Brand attribute creation
To make the brand feel ethnic, distinctive, and visually separated from competitors, I analyzed which elements could best create this ethnic recognition. I understood that the identity needed a more human touch, with flowing and imperfect lines. Since the brand mainly works through Instagram, I chose to focus on pattern design as a core visual element. It is highly versatile from a usage perspective and works well across different surfaces, from social media to packaging and branded materials.
I chose muted, earthy tones for the pattern to keep the aesthetic grounded and organic, and added contrasting yet neutral colors like black and white to make the visuals stand out while maintaining balance.
The brand aesthetic
To ensure that this brand scheme works, I created visualizations showing how this approach would appear across branded materials and packaging. Since the brand focuses on aesthetics, atmosphere, and emotional connection, it was important to test how the colors, organic shapes, and typography interact in real applications.
I used tags, packaging sleeves, and branded details to demonstrate how the visual identity could create recognition while maintaining a soft, grounded, and modern feeling. The contrast between the dark base and muted organic tones helps the brand stand out visually, while the abstract flowing forms reinforce the human, natural, and approachable aesthetic behind the concept.
Like patterns? Check this project – Logo, branding and social media for a gifting company
I realised that the brand identity should remain flexible and adaptable across different surfaces and formats. I created several pattern variations to show how the same visual language can feel dynamic while still remaining cohesive and recognizable. This flexibility allows the brand to be applied across social media, packaging, print materials, and branded items without losing its atmosphere or identity.
As a result, I delivered versatile pattern layouts – separate cut parts as well as a seamless pattern
Pattern usage
By providing different pattern layouts, I wanted to make the identity easy to apply across various use cases. For example, when used throughout social media, the pattern creates a strong and recognizable visual accent that becomes memorable and instantly identifiable while users scroll through their feed.
If it is a thank you card or an invitation, using the pattern on one side creates a strong impression on the client. Over time, the brand can reappear in memory simply through the combination of colors and lines.
Other necessaries
When creating any brand guide, I always include typography recommendations — both for accent usage and for readable content. From my articles, you may already know how much I appreciate typography and how strongly it influences brand perception. I carefully analyze which typefaces work best for specific goals, atmosphere, and communication style.
For this brand I chose a chick, readable and bohemian font an an accent font and clean and elegant font for content.
Additionally the client also received the color palette in both RGB, CMYK and Pantone formats, along with prepared logo files using the listed brand colors.
Want to read more? Check this bold logo and brand guide project – Clean, clever and creative logo and branding for a building company
