Jóia Soul

Jóia Soul is bold, sunny, and full of life, just like Brazil, the heart of its inspiration. The brand captures the rhythm of the tropics, the warmth of golden sands, and the playfulness of beachside markets. It's expressive, vibrant, and joyfully unapologetic, designed to reflect a spirit of self-expression and radiant confidence through bold shapes and saturated colours.

To reflect the brand’s rich cultural roots and joyful energy, I created a bubbly custom wordmark paired with a dynamic colour palette inspired by Brazilian landscapes, from tropical pinks to sunset oranges and rainforest greens. I also developed a set of custom illustrations and repeating patterns that reference iconic Brazilian imagery, like the Christ the Redeemer silhouette and sunburst motifs, to give the brand a strong sense of place and story.

This branding was created as part of the CustomSocial Package, which includes :
– Main and secondary logos
– Custom logotype in multiple color variations
– Brand colour palette & font pairings
– 2 hand-drawn brand patterns
– 3 custom illustrated icons
– 5 Instagram post templates
– 5 Instagram story templates
– 5 highlight cover designs
– Business card mockups for digital and print use

-Shopify Website design

This project did not include packaging design.