I developed the full identity system, from logo and color palette to experiential graphics, editorial layouts, and in-universe assets like spell menus and branded swag. Every detail—from iconography to type choices—was considered in service of tone, immersion, and cultural depth.

Deliverables included a brand logo, icon system, lore-inspired menu designs, content mockups, and social extensions—designed to feel like pieces of a cohesive fictional world. I also introduced editorial-style world elements like spellbooks, potion descriptions, and magical classifieds to deepen the storytelling potential of the brand.

I designed a custom set of icons to complement the whimsical, fantasy-inspired theme of Mystic Grounds, bringing a touch of magic and personality to the brand’s visual identity. These icons were carefully crafted to reflect key elements of the café’s experience, from playful coffee cups to enchanted symbols, all while maintaining a cohesive, hand-drawn aesthetic that aligns with the café's immersive, storytelling atmosphere. They’re used across the menu, website, and promotional materials to create a seamless visual language that invites customers into the world of Mystic Grounds.

Mystic Grounds was a personal exploration of how design can build immersive, emotionally resonant worlds—not just visual identities. It allowed me to push beyond traditional brand design and lean into tone, lore, and layered storytelling. This project became a creative sandbox for experimenting with narrative systems, editorial structure, and fantasy-informed aesthetics. It also served as a conceptual bridge toward future work in fandom-focused storytelling, editorial branding, and original IP development—where design plays a central role in worldbuilding.

Mystic Grounds reaffirmed why I’m drawn to designing at the intersection of culture, narrative, and atmosphere. Without the structure of a brief, I had the freedom to ask, “What kind of world do I want to create?”—and then explore it through design. The project pushed me to think of branding not just as visual identity, but as emotional storytelling, lore, and worldbuilding. It deepened my interest in creating narrative systems and fantasy-informed aesthetics, and it’s become a creative foundation for future work in editorial storytelling, fandom-inspired IP, and immersive brand experiences.