I am Talia Berger Spivak, founder of Talia Design, a branding and graphic design studio based in Tirana, Albania. I create custom graphic languages and end-to-end branding solutions for businesses and organizations (B2B), delivering print and digital design that supports growth and identity. I also share my knowledge as a lecturer in visual communications and digital media design, and have held senior design roles in advertising agencies, collaborating with teams across Israel and abroad to bring campaigns to life.…I am Talia Berger Spivak, founder of Talia Design, a branding and graphic design studio based in Tirana, Albania. I create custom graphic languages and end-to-end branding solutions for businesses and organizations (B2B), delivering print and digital design that supports growth and identity. I also share my knowledge as a lecturer in visual communications and digital media design, and have held senior design roles in advertising agencies, collaborating with teams across Israel and abroad to bring campaigns to life.WWW…
I am Talia Berger Spivak, founder of Talia Design, a branding and graphic design studio based in Tirana, Albania. I create custom graphic languages and end-to-end branding solutions for businesses and organizations (B2B), delivering print and digital design that supports growth and identity. I also share my knowledge as a lecturer in visual communications and digital media design, and have held senior design roles in advertising agencies, collaborating with teams across Israel and abroad to bring campaigns to life.…I am Talia Berger Spivak, founder of Talia Design, a branding and graphic design studio based in Tirana, Albania. I create custom graphic languages and end-to-end branding solutions for businesses and organizations (B2B), delivering print and digital design that supports growth and identity. I also share my knowledge as a lecturer in visual communications and digital media design, and have held senior design roles in advertising agencies, collaborating with teams across Israel and abroad to bring campaigns to life.WWWW…
Available to hire
I am Talia Berger Spivak, founder of Talia Design, a branding and graphic design studio based in Tirana, Albania. I create custom graphic languages and end-to-end branding solutions for businesses and organizations (B2B), delivering print and digital design that supports growth and identity.
I also share my knowledge as a lecturer in visual communications and digital media design, and have held senior design roles in advertising agencies, collaborating with teams across Israel and abroad to bring campaigns to life.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Hebrew (modern)
Fluent
Work Experience
Founder & Graphic Designer at TALIA DESIGN
January 1, 2007 - PresentFounder and graphic designer at TALIA DESIGN, Albania, delivering branding, design and visual identities for B2B clients from concept to execution.
Art Director and Senior Designer at PELLED ADVERTISING AGENCY
January 1, 2005 - December 31, 2007Art Director and Senior Designer at Pelle D Advertising Agency, Israel, overseeing branding and graphic design and managing project budgets from concept to execution.
Visiting Instructor - Visual Communications Design Department at VITAL - THE TEL AVIV CENTER FOR DESIGN STUDIES, ISRAEL
January 1, 2000 - December 31, 2002Visiting instructor in Visual Communications Design Department, Graduate Communications Design.
Lecturer - Visual Communications Design Department at PRATT INSTITUTE, NEW YORK, SCHOOL OF ART AND DESIGN
January 1, 1999 - December 31, 2000Lecturer in Visual Communications Design Department, Branding and Graphic Design.
Visiting Instructor - Visual Communications at Vital Tel Aviv Center for Design Studies
January 1, 2000 - January 1, 2002Lecturer in the Graduate Communications Design Department.
Graphic Designer (Freelance) at Graphic Design Freelance Services, Israel
January 1, 2000 - January 1, 2004Provided graphic design and branding services to clients; developed visual identities and design materials.
Founder, Director & Senior Designer - BTL Department at Reuveni Pridan Advertising Agency, Israel
January 1, 2004 - January 1, 2005Led BTL design projects and budgets; oversaw creative teams and production.
Education
MS in Communications Design at PRATT INSTITUTE, NEW YORK, SCHOOL OF ART AND DESIGN
January 1, 1996 - January 1, 2000Diploma, Graphic Design at SHENKAR COLLEGE OF ENGINEERING AND DESIGN, ISRAEL
January 1, 2010 - May 25, 2026Qualifications
The William Longyear Scholarship
January 1, 1997 - January 1, 1998Industry Experience
Media & Entertainment, Professional Services, Education
FlexU – Kinesiology Tapes & Packaging Design
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)…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)WW…
Paws PerX – Amazon E-Commerce Brand Identity & Listing Design
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.…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.WW…
Kababa – Innovative Fast-Food Concept Branding
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.…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.WW…
L.A.Glamour – Hair Straightener Packaging Design
L.A.Glamour, a beauty brand specializing in hair straighteners, needed to market its products to two very distinct female demographics under a single brand umbrella: energetic teenagers and sophisticated young women. The primary challenge was creating a packaging strategy that could simultaneously speak the visual language of both target audiences. They needed the product lines to feel distinct enough to appeal directly to the specific tastes and purchasing habits of each age group, without losing the brand's core identity.
I led the packaging design and illustration for both product lines, developing two distinct visual languages tailored to perfectly match each target audience's vibe.
My specific contributions included:
The Teen Collection: To capture a young, vibrant, and energetic feel, I designed packaging featuring custom-illustrated teen characters with perfectly styled, straight hair. I paired these characters with a dynamic, colorful, and "splattered" background that pops off the shelf and instantly appeals to a younger, trend-focused demographic.
The Young Adult Collection: For the older, more mature demographic, I crafted a more refined, elegant, and solid design. This packaging features a delicate floral pattern background contrasted with a minimalist, sophisticated line-art profile of a woman with long flowing hair, communicating a more premium and mature beauty aesthetic.…L.A.Glamour, a beauty brand specializing in hair straighteners, needed to market its products to two very distinct female demographics under a single brand umbrella: energetic teenagers and sophisticated young women. The primary challenge was creating a packaging strategy that could simultaneously speak the visual language of both target audiences. They needed the product lines to feel distinct enough to appeal directly to the specific tastes and purchasing habits of each age group, without losing the brand's core identity.
I led the packaging design and illustration for both product lines, developing two distinct visual languages tailored to perfectly match each target audience's vibe.
My specific contributions included:
The Teen Collection: To capture a young, vibrant, and energetic feel, I designed packaging featuring custom-illustrated teen characters with perfectly styled, straight hair. I paired these characters with a dynamic, colorful, and "splattered" background that pops off the shelf and instantly appeals to a younger, trend-focused demographic.
The Young Adult Collection: For the older, more mature demographic, I crafted a more refined, elegant, and solid design. This packaging features a delicate floral pattern background contrasted with a minimalist, sophisticated line-art profile of a woman with long flowing hair, communicating a more premium and mature beauty aesthetic.WW…
PharmaShot – Supplement Shots Packaging & Print Branding
Pharma Shot Laboratories developed a diverse line of 60ml concentrated, all-natural food supplement drinks. With multiple product lines addressing completely different consumer needs - ranging from beauty (anti-aging, hair, and nails) and wellness (sleep, focus, immunity, and diet) to extreme energy and libido enhancement - they faced a massive brand architecture challenge. The client needed a highly organized visual system that could unify all these distinct categories under one trustworthy brand umbrella. Furthermore, the design had to translate effectively onto tiny 60ml bottles while remaining vibrant, youthful, and instantly understandable on the shelf.
My Role & The Solution
I led the comprehensive packaging design and print branding for the entire PharmaShot ecosystem, creating a cohesive visual language that easily differentiates the product lines while maintaining strict overarching brand consistency.
My specific contributions included:
Packaging & Iconography System: I designed the labels for the 60ml bottles and their corresponding 6-pack boxes across all four series (Beauty, Complex, Extreme Feel, and Sex Angels). To help consumers effortlessly navigate the diverse product range, I developed a unique, color-coded graphic icon for each specific supplement, resulting in a vibrant, inviting, and highly structured product family.
Comprehensive 40-Page Catalog: To showcase the full spectrum of products, I designed a detailed 40-page brand catalog. I created clean, structured layouts that seamlessly blended product photography with atmospheric lifestyle imagery, establishing a premium and professional tone.
Print Collateral & Marketing Assets: I extended the visual identity into a dedicated, in-depth brochure specifically for the Beauty series. Additionally, I designed promotional image postcards and corporate business cards, ensuring a unified brand experience from the physical product on the shelf to all marketing touchpoints.
(Product photography: Omri Miron)…Pharma Shot Laboratories developed a diverse line of 60ml concentrated, all-natural food supplement drinks. With multiple product lines addressing completely different consumer needs - ranging from beauty (anti-aging, hair, and nails) and wellness (sleep, focus, immunity, and diet) to extreme energy and libido enhancement - they faced a massive brand architecture challenge. The client needed a highly organized visual system that could unify all these distinct categories under one trustworthy brand umbrella. Furthermore, the design had to translate effectively onto tiny 60ml bottles while remaining vibrant, youthful, and instantly understandable on the shelf.
My Role & The Solution
I led the comprehensive packaging design and print branding for the entire PharmaShot ecosystem, creating a cohesive visual language that easily differentiates the product lines while maintaining strict overarching brand consistency.
My specific contributions included:
Packaging & Iconography System: I designed the labels for the 60ml bottles and their corresponding 6-pack boxes across all four series (Beauty, Complex, Extreme Feel, and Sex Angels). To help consumers effortlessly navigate the diverse product range, I developed a unique, color-coded graphic icon for each specific supplement, resulting in a vibrant, inviting, and highly structured product family.
Comprehensive 40-Page Catalog: To showcase the full spectrum of products, I designed a detailed 40-page brand catalog. I created clean, structured layouts that seamlessly blended product photography with atmospheric lifestyle imagery, establishing a premium and professional tone.
Print Collateral & Marketing Assets: I extended the visual identity into a dedicated, in-depth brochure specifically for the Beauty series. Additionally, I designed promotional image postcards and corporate business cards, ensuring a unified brand experience from the physical product on the shelf to all marketing touchpoints.
(Product photography: Omri Miron)WW…
Israel National Diabetes Council – Dedicated COVID-19 Digital Resource Hub
At the sudden outbreak of the global COVID-19 pandemic, diabetes patients and their families found themselves in a state of high vulnerability and uncertainty. The Israeli National Diabetes Council urgently needed a comprehensive digital platform to provide immediate, reliable, and life-saving information. The challenge was immense: the council had to consolidate a massive, constantly shifting influx of medical articles, real-time guidelines, recommendations, instructional videos, and emergency service links. They needed a single hub that could simultaneously serve anxious patients and high-stress medical personnel. Because the volume of data was enormous and required continuous updates, the council needed a design that could eliminate cognitive overload and allow users to find critical answers as quickly as possible.
I led the comprehensive UI/UX and web design for this emergency digital platform. Applying a highly accessible "Less is More" philosophy, I created an intuitive, user-friendly visual system designed to function flawlessly under high-stress conditions.
My specific contributions included:
Clean UI/UX Architecture: I designed a minimalist, highly structured interface that made dense medical data feel organized and unthreatening. The clean layouts ensured that both elderly patients and busy doctors could navigate the site effortlessly.
Information Hierarchy & Content Layouts: I established a clear visual hierarchy to catalog diverse media formats - ranging from long-form articles and video content to direct service links and a rapid Q&A forum. This ensured that critical, time-sensitive updates were always front and center.
Dynamic Design System: I developed a flexible layout framework capable of handling massive, daily content updates without compromising the site's structural integrity or user friendliness.
(In line with its crisis-response purpose, the website was successfully decommissioned once the pandemic subsided).…At the sudden outbreak of the global COVID-19 pandemic, diabetes patients and their families found themselves in a state of high vulnerability and uncertainty. The Israeli National Diabetes Council urgently needed a comprehensive digital platform to provide immediate, reliable, and life-saving information. The challenge was immense: the council had to consolidate a massive, constantly shifting influx of medical articles, real-time guidelines, recommendations, instructional videos, and emergency service links. They needed a single hub that could simultaneously serve anxious patients and high-stress medical personnel. Because the volume of data was enormous and required continuous updates, the council needed a design that could eliminate cognitive overload and allow users to find critical answers as quickly as possible.
I led the comprehensive UI/UX and web design for this emergency digital platform. Applying a highly accessible "Less is More" philosophy, I created an intuitive, user-friendly visual system designed to function flawlessly under high-stress conditions.
My specific contributions included:
Clean UI/UX Architecture: I designed a minimalist, highly structured interface that made dense medical data feel organized and unthreatening. The clean layouts ensured that both elderly patients and busy doctors could navigate the site effortlessly.
Information Hierarchy & Content Layouts: I established a clear visual hierarchy to catalog diverse media formats - ranging from long-form articles and video content to direct service links and a rapid Q&A forum. This ensured that critical, time-sensitive updates were always front and center.
Dynamic Design System: I developed a flexible layout framework capable of handling massive, daily content updates without compromising the site's structural integrity or user friendliness.
(In line with its crisis-response purpose, the website was successfully decommissioned once the pandemic subsided).WW…
LOVEFFECTIVE – Relationship Consulting Platform Branding & Web Design
Founded by relationship consultant Diana Idelman, "LOVEFFECTIVE" was created to provide people with practical knowledge and effective tools to navigate and improve relationships in the modern era. The challenge in the relationship consulting and therapy space is that it can often feel heavy, clinical, or intimidating to potential clients. Diana needed a digital presence that broke away from traditional therapy clichés. She required a brand identity and a website that felt modern, proactive, and optimistic - clearly communicating that acquiring relationship skills is an accessible, positive, and highly practical ("effective") process rather than just a crisis intervention.
I led the visual branding and UI/UX design for the LOVEFFECTIVE website, creating a digital environment that perfectly reflects the brand's core promise of practical, effective love.
My specific contributions included:
Visual Identity & Brand Tone: I developed a brand language that balances emotional warmth and empathy with professional clarity. By avoiding overly sentimental clichés, I established a modern, lifestyle-oriented aesthetic that appeals to individuals and couples seeking actionable growth.
UI/UX Web Design: I designed a clean, welcoming, and user-friendly website architecture. The layout intuitively guides users through Diana's methodology, making it easy for them to explore her workshops, sessions, and professional resources without feeling overwhelmed.
Accessible Information Design: Applying my "Less is More" philosophy, I structured the site's content so that complex emotional concepts and relationship tools feel digestible, actionable, and empowering from the very first click.…Founded by relationship consultant Diana Idelman, "LOVEFFECTIVE" was created to provide people with practical knowledge and effective tools to navigate and improve relationships in the modern era. The challenge in the relationship consulting and therapy space is that it can often feel heavy, clinical, or intimidating to potential clients. Diana needed a digital presence that broke away from traditional therapy clichés. She required a brand identity and a website that felt modern, proactive, and optimistic - clearly communicating that acquiring relationship skills is an accessible, positive, and highly practical ("effective") process rather than just a crisis intervention.
I led the visual branding and UI/UX design for the LOVEFFECTIVE website, creating a digital environment that perfectly reflects the brand's core promise of practical, effective love.
My specific contributions included:
Visual Identity & Brand Tone: I developed a brand language that balances emotional warmth and empathy with professional clarity. By avoiding overly sentimental clichés, I established a modern, lifestyle-oriented aesthetic that appeals to individuals and couples seeking actionable growth.
UI/UX Web Design: I designed a clean, welcoming, and user-friendly website architecture. The layout intuitively guides users through Diana's methodology, making it easy for them to explore her workshops, sessions, and professional resources without feeling overwhelmed.
Accessible Information Design: Applying my "Less is More" philosophy, I structured the site's content so that complex emotional concepts and relationship tools feel digestible, actionable, and empowering from the very first click.WW…
Shulchan (Table) – Chef Restaurant Branding
"Shulchan" is a premium chef's restaurant located in the heart of Tel Aviv's bustling Rothschild Boulevard. The founders had built an intimate, modern space centered around an open kitchen, featuring a highly curated interior of wood furnishings, marble tables, large windows, and white and light-green ceramics.
Their primary challenge was finding a visual identity that wouldn't compete with or clutter this carefully balanced physical space. They needed a branding system that could seamlessly bridge two contrasting worlds: the high-end, elegant culinary experience of a chef's kitchen, and the young, dynamic, urban street vibe of Tel Aviv - all while maintaining absolute visual harmony.
I led the comprehensive graphic branding and visual identity design for the restaurant. Applying a strict "Less is More" philosophy, I created a minimalist graphic language that turned the physical architecture and the brand elements into one homogeneous, elegant experience.
My specific contributions included:
Conceptual Logo Design: I developed a clever, typographic logo where the Hebrew letter "ח" (Het) in the word "Shulchan" (Table) visually doubles as the shape of a table. This created a dynamic identity system where the "ח" could act as a subtle standalone icon or take the lead role alongside the full logotype, depending on the context.
Color Palette Integration: I established a precise color palette of green, black, and white. This was deliberately chosen to complement the interior ceramics and natural wood, ensuring the branding felt like an organic extension of the restaurant rather than an overlay.
Complete Physical Branding (Touchpoints): I translated this minimalist identity across all physical guest touchpoints to ensure a cohesive brand experience from the street to the table. My design execution included window graphics (vitrines), business cards, drink coasters, menu headers, napkins, branded wet wipes, and custom bread-wrapping paper.…"Shulchan" is a premium chef's restaurant located in the heart of Tel Aviv's bustling Rothschild Boulevard. The founders had built an intimate, modern space centered around an open kitchen, featuring a highly curated interior of wood furnishings, marble tables, large windows, and white and light-green ceramics.
Their primary challenge was finding a visual identity that wouldn't compete with or clutter this carefully balanced physical space. They needed a branding system that could seamlessly bridge two contrasting worlds: the high-end, elegant culinary experience of a chef's kitchen, and the young, dynamic, urban street vibe of Tel Aviv - all while maintaining absolute visual harmony.
I led the comprehensive graphic branding and visual identity design for the restaurant. Applying a strict "Less is More" philosophy, I created a minimalist graphic language that turned the physical architecture and the brand elements into one homogeneous, elegant experience.
My specific contributions included:
Conceptual Logo Design: I developed a clever, typographic logo where the Hebrew letter "ח" (Het) in the word "Shulchan" (Table) visually doubles as the shape of a table. This created a dynamic identity system where the "ח" could act as a subtle standalone icon or take the lead role alongside the full logotype, depending on the context.
Color Palette Integration: I established a precise color palette of green, black, and white. This was deliberately chosen to complement the interior ceramics and natural wood, ensuring the branding felt like an organic extension of the restaurant rather than an overlay.
Complete Physical Branding (Touchpoints): I translated this minimalist identity across all physical guest touchpoints to ensure a cohesive brand experience from the street to the table. My design execution included window graphics (vitrines), business cards, drink coasters, menu headers, napkins, branded wet wipes, and custom bread-wrapping paper.WW…
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