malin bengtsson

Fictional Brands

On this page you'll find a collection of graphic identity sheets for fictional brands. Since I started doing these in 2023, they've been a way for me to try new things, play around and explore visually. Best of all? There are no stakes.

The brands are shown in chronological order with the oldest one at the top.

Frames & Frames

Frames & Frames is a small business selling glasses and picture frames, and it's unclear whether the name or the business idea came first. The target group is young adults, mainly those cool kids you'll find browsing op shops and drinking iced oat lattes. F&F wants to be perceived as a little bit eclectic, but also laid-back and a bit retro, and the result is a graphic profile where funky fonts are combined with contrasting, vintage inspired colours to create a harmonious yet colourful look.

Creative Tub

Creative Tub is a creative agency, and rumour has it it gets its name from how the founder gets their best ideas in the bath tub. The target group is small and medium enterprises, and Creative Tub wishes for these customers to perceive them as creative (duh) and bold. This has resulted in a graphic profile that uses soft shapes, bold fonts and intriguing colours to create a "head in the clouds, feet on the ground" sort of vibe.

Bernie's

Bernie's is a simple place. They sell coffee and tea and not much else. The target group consists of caffeine addicts and tea lovers, and the company wants to be perceived as no-fuss, passionate and knowledgeable. The graphic profile is thus pared back, but uses eye-catching fonts and popping colours as to avoid becoming bland.

Blue Gum Botanicals

Blue Gum Botanicals, or BGB, is a skincare brand from Tasmania, Australia, with a target group consisting of skincare addicts and minimalists. The graphic profile draws inspiration from Tasmania's nature and its clean, crips air, all in a minimalist way to communicate that these products contain no more ingredients than necessary.

Shapes & Colours

Shapes & Colours is a Melbourne-based event that's described as an "immersive experience", but we're still not sure precisely what that entails. The target group is curious people of all ages, and below is marketing collateral for the event. The aim of the graphic profile is to convey Shapes & Colours as fun and intriguing, and ultimately to get people through the door paying for tickets.