Talia Berger Spivak

FlexU produces kinesiology tapes designed to treat and soothe sore muscles resulting from sports activities or injuries. The client needed to position their therapeutic product in a highly competitive sports recovery market. Their challenge was twofold: first, they needed the physical tape to offer a functional advantage for the user applying it, and second, they required a premium, cohesive packaging system that could easily differentiate between various product formats (continuous rolls vs. pre-cut strips, single vs. multi-packs) and colors, while maintaining a clean, high-performance athletic aesthetic. I led the complete visual strategy, bridging product design with packaging architecture to create a unified, premium sports brand. My specific contributions included: Product Design (The Hexagon Pattern): I designed a unique hexagonal pattern that was printed directly onto the flexible tapes. This wasn't just an aesthetic choice; the geometric pattern acts as a functional visual guide, allowing users to achieve controlled, precise stretching during application based on how the hexagons distort. Packaging Architecture & Design: I created a clean, minimalist packaging system for the entire product line (single rolls, three-packs, pre-cut, and continuous). I integrated the signature hexagon pattern into the background of the dark packaging to establish brand continuity. Color-Coded Visual Identity: To differentiate the tape colors (such as black and pink), I utilized dynamic, color-coordinated silhouettes of athletes in mid-action on the front of the packaging. This instantly communicated the product's color and its target demographic (active sports and recovery) at a single glance. (Product photography: Omri Miron)

• Brand Designer
• Designer
• Graphic Designer

The Amazon marketplace is incredibly saturated, particularly in the pet accessories category. The client was launching a new product, "Paws PerX," and faced the ultimate e-commerce hurdle: how to stand out in a sea of visually identical search results and build instant consumer trust. Because customers cannot physically interact with the product, the client needed to communicate the entire value proposition, functionality, and emotional connection exclusively through the digital image carousel. They needed a brand presence that didn't just look good, but actively stopped the scroll and converted clicks into sales. I was entrusted with creating the complete visual brand identity and digital storefront presence for Paws PerX on Amazon. Rather than just designing isolated product shots, I built a comprehensive, conversion-optimized visual ecosystem. My specific contributions included: Strategic Brand Identity: I developed a cohesive graphic language that gave Paws PerX a distinct, trustworthy, and premium voice, instantly differentiating it from generic competitors and creating high visual prominence. Visual Storytelling & Carousel Design: I designed dozens of highly detailed listing images, treating the Amazon image stack as a strategic storyboard. Every single image - from the stark, eye-catching main hero image to the detailed infographics and emotional lifestyle shots - was crafted to reveal another layer of the product's story and benefits. E-Commerce Optimization: Applying my "Less is More" philosophy to a busy marketplace, I ensured the graphics were bold, clean, and easily digestible on mobile screens. I translated complex product features into clear visual callouts, reducing customer friction and driving purchasing decisions.

• Brand Designer
• Designer
• Graphic Designer

Traditional Israeli skewer restaurants ("Shipudiyot") are rarely known for their pristine aesthetics. Kababa aimed to disrupt this market by introducing an innovative fast-food concept in Tel Aviv. They built a large, bright, and exceptionally clean physical space. Their primary challenge was establishing a visual identity that communicated this modern, hygienic, and premium approach without losing the authentic, appetizing appeal of street food. They needed a bold, cohesive brand language that could stand out within their minimalist white interior and scale seamlessly across a massive operational array of packaging and uniforms. I led the complete graphic branding and visual identity design for Kababa, ensuring that every touchpoint of the customer journey—whether dining in or taking away—was meticulously crafted. My specific contributions included: Custom Typography & Logo Design: To give the brand a truly exclusive identity, I developed a custom Hebrew font specifically for the Kababa logo. This was adapted from a bespoke English typeface I had previously designed, ensuring a completely unique typographic voice. Strategic Color Palette & Spatial Integration: I established a striking, high-contrast palette of red, black, and white. These colors were carefully balanced to inject energy into the bright, white restaurant interior. I also integrated large-scale atmospheric food photography onto the walls to create a fresh, mouth-watering environment. Comprehensive Physical Touchpoints: I translated the branding across an extensive line of physical assets, adjusting the dose of the three core colors for each item. This included cups, napkins, custom wrapping paper, specialized "Laffa" bags, placemats, and branded takeaway carrier bags. Apparel & Environmental Graphics: I designed the full employee uniform set (visors, shirts, and aprons) and oversaw the spatial branding elements. From the main storefront signage to the glass vitrines and service counters, I ensured absolute visual consistency and premium execution down to the smallest detail.

• Brand Designer
• Designer
• Graphic Designer