Artfelt - A small world for gentle hearts and quiet souls.
Brand Identity & Design System
Deliverables: logo & mark variations, color & type system, packaging, product design, social assets, print & mail materials
Challenge:
Build a brand identity for an original illustrated world — one built around two realms, a cast of recurring characters, and a tone that had to feel literary and emotionally quiet, not "cute."
Approach:
Designed the mark, logo variations, color and type system, and packaging language from the ground up — then extended that system into product design, social content, and print materials, all without breaking the brand's restraint.
Result:
A complete identity system now running across a live storefront, a growing illustrated character universe, and a print mail club — proof the system holds up across formats, not just on a mood board.
Artfelt — Brand Overview
An original illustrated world, built from the ground up.
Artfelt is a storytelling and illustration brand centered on two realms — the Forest and the Void — and a cast of recurring characters, including Riddle the wandering wizard raccoon, Mothman, and Cinderkin. Each character carries a specific emotional weight: Mothman speaks to transformation, Riddle to the quiet relief of being found. The brand explores stillness, longing, and becoming — not through morals, but through presence.
The identity now lives on a fully built storefront at artfelt.store, where the world translates into real, sellable products — prints, character zines, and a print-mail subscription club — proof the system extends past concept into a working brand.
Process / behind-the-scenes
Driven by curiosity and built with purpose to create something in meaningful.
