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Projects: ❶ Juke Box ❷ Paloma ❸ Gothiks, Rounded Out ❹ Casa Estrella ❺ FFTA
❻ Pipe Dream ❼ Mapped Out ❽ Indigo Horizons
@alexavaladez
Role: Art Direction, Visual Identity, Custom Typography, Packaging Design
Tools: Illustrator, Photoshop, InDesign
Overview
Paloma is a bold and tactile brand identity for a boutique line of scented candles. The project merges abstract pattern, expressive color, and a refined graphic system to create a visual language that feels both elevated and emotionally resonant.
Concept
Drawing inspiration from collectible matchbooks, vintage ephemera, and the ritual of scent, Paloma transforms candle packaging into an artful, immersive experience. Each product is treated as a standalone visual composition — bursting with rhythmic, swirling textures that echo the character of its fragrance. The brand’s logo features a custom display typeface, Palos, designed specifically for this project. With its soft curves, open forms, and subtle retro influence, Palos captures the tone of the brand — approachable, nostalgic, and refined. It acts as a typographic anchor that ties together the expressive visuals with a calm and structured voice.
Design Approach
- Created Palos, a custom typeface used across the logo and product system
- Designed abstract, scent-inspired patterns using layered, marbled textures for each candle
- Paired bold, colorful artwork with clean type and generous negative space
- Built a packaging system referencing matchbook proportions and collector-style graphics
- Extended the brand across jars, boxes, matchbooks, and promotional materials with a consistent design system
Outcome
Paloma is a study in contrast: vivid yet calm, nostalgic yet modern. The custom typeface Palos reinforces the brand’s unique tone — expressive without being loud, elegant without feeling distant. Through thoughtful typography and sensory-inspired visuals, Paloma turns an everyday product into a visually engaging and memorable experience.