Felicia Febriani

Head Graphic Designer with 4 years of experience leading visual direction across four in-house brands, developing cohesive yet distinct identities across product and marketing touchpoints. Experienced in driving brand growth through product expansion strategies, including pattern variations and new design systems that increased market appeal. Skilled in developing products from concept to production, including fabric pattern design for pillows, bedding, and apparel, as well as directing color systems, layouts, and seasonal visual concepts. Led R&D for woven bamboo fabric in close collaboration with suppliers, translating experimentation into finished product lines. Expanded the brand into premium adult collections through refined techniques such as embroidery. Contributed to a top-performing product launch that became a best-seller at a major Surabaya bazaar, achieving record sales despite high price points. Also led the design team in executing packaging, campaigns, and digital assets, while managing licensed collaborations with Disney, Sanrio, and influencers, ensuring quality, consistency, and compliance across all outputs.

Graphic Designer for a high-end patisserie brand, responsible for end-to-end visual and product design across packaging, hampers, illustrations, and marketing materials. Specialized in developing trend-driven seasonal collections, translating concepts into commercially appealing designs with innovative structures that enhanced brand differentiation in the premium gifting market. Led R&D for packaging materials and forms through supplier collaboration, prototyping, and testing to ensure both aesthetic quality and production feasibility. Created cohesive visuals across product design, retail displays, and promotional assets. Notably developed the Maison de Noëlle collection, a “Christmas in London” inspired luxury advent hamper that transformed the concept of coming home into a grand, mansion-like gifting experience, becoming a best-selling product. Also designed interactive Christmas packaging such as the Lumière and Noëlle boxes, combining playful concepts with functional solutions like foldable structures and modular elements to enhance both logistics and customer experience.