Developing a brand from strategy to visual identity.
INDUSTRY
FMCG
AREAS
University diploma project
About the project
The idea originated from a simple observation: while finishing a dish with toppings is standard practice in professional kitchens, there was no dedicated consumer category in Poland built around this habit. Existing products were positioned as spices rather than as an easy way to elevate everyday meals.
I approached Sypka as I would any commercial branding project. The process began with category analysis, consumer insights, and competitor research before moving into positioning, naming, messaging, and visual identity. Every element of the brand was built around one simple idea: No Bad Meals -encouraging people to bring more joy and creativity into everyday cooking.
What I delivered
Throughout the project, I developed every key element of the brand, including:
Category research, consumer insights, and competitive analysis.
Brand strategy, positioning, messaging, and naming.
Visual identity, packaging system, and brand guidelines.
Website concept and social media direction.
Creative direction for the launch campaign, using generative AI to develop and produce all campaign photography and visual assets.
Results
Although SYPKA is a conceptual brand, the project demonstrates my end-to-end branding process—from identifying a market opportunity to building a complete and consistent brand system.
The project challenged conventions within the food category by creating a distinctive visual language instead of relying on established FMCG codes. It also became an opportunity to apply strategic branding principles in practice, translating consumer insights into positioning, messaging, packaging, and communication
