Brand identity and product design for Hungarian fashion startup. Chocolate Mermaid uses organic cotton for their products, instead of printing, they chose beautiful embroidery. The captions are expressive and inspired by today's pop culture. When designing the identity, an important aspect was that it is a fresh and always ready to renew brand, an important part of which is sustainability. Beyond a logo I defined a verbal identity that's alive, friendly yet authentic, and clear. I took photos and also dreamed up the visual concept of the images.