Ilustrated Brand Designer — Lorrane Bernardes

Art Direction
Illustration
Narrative Copywriting
Branding

Tools
Procreate · Affinity Designer

Persona — Apex Dairy

Profile: Creatives & Fitness Enthusiasts (25–45y) Health-conscious adults who prefer high protein and low sugar, but reject boring, clinical health branding.

Problem: Traditional flavored milk is sugary and built for kids, while adult functional drinks feel sterile. Social stigma leaves mature consumers without an engaging option.

Solution: Apex Dairy bridges the gap: a high-protein, low-sugar adult formula wrapped in a rebellious, anti-establishment identity powered by alien-driven sci-fi narrative.

Creative Process

Once the strategic briefing was set, visual development began.

Diagram showing font categories: 'Serif', 'Sans Serif' with handwritten notes labeling 'Regular Font', 'Arial' and 'Custom Font'.

Collage of science fiction movie posters with neon text, space imagery, and a talking cat with headphones.

Diagram of a biological cell with labeled parts in pink, including lysosomes, a nucleus, and other cell components.

Strategy & Positioning

Brand Archetype: The Outlaw.
Optimal Distinctiveness Theory: Building a devoted community through proprietary terminology, secret-society lore, and radical anti-establishment positioning.
Narrative Engine: Fighting "The Xenons," a oppressive society censoring adult enjoyment in a sci-fi theme.
Product Formula: High-protein, low-sugar real dairy engineered for adult palates.

Illustrated Package

Can of Stargust Cyber-Mint dark chocolate with mint almond milk, featuring an illustration of an astronaut floating in space surrounded by stars and planets, with a swirling galaxy background, and promotional text highlighting the product's features and nutrition facts.

A can of Apex Dairy Dark Matter 80% Dark Chocolate beverage. The design features a space theme with an astronaut, planets, and stars against a cosmic background. The label highlights 25 grams of protein, lactose positive, and 250 milliliters volume. Additional text mentions consuming cold, adult rules, and a tagline about growing older and boredom.

Can of Apex Dairy Supernova berry-cake strawberry cheesecake flavored drink with strawberries and cartoon cake character on purple background.

A cartoon-style alien spaceship with green and white lights hovering above a black background, with a small black and white cow standing underneath.

Brand Archetype: Outlaw

Apex Dairy relies on the anti-censorship, rebellious, deadpan, and fiercely independent. Fighting against the society xenons that said chocolate milk belongs to lunch box.

Two people smiling and toasting with cans of dark chocolate and stardust cyber-mint dark chocolate drinks in a cozy room with gaming and gaming controllers on the table.