I was engaged by the Uncle Tetsu team to deliver a light brand refresh, as their visual expression had become inconsistent and lacked a clear, unified system. While we retained the original logo to preserve its legacy equity, we evolved the surrounding visual language by expanding the color palette with sky blue and chocolate brown, introducing cloud- and tile-inspired patterns, developing a bespoke handwritten display font to reflect the brand’s warmth and whimsy, and establishing a cohesive illustration style to bring consistency across in-store signage and broader customer touchpoints.