Embedded as a freelance Brand Designer within the in-house brand and marketing team of L'ETO, an international hospitality group with 40+ locations across 7 countries in the UK and MENA (2022–2024), I worked across the development and rollout of branding concepts, packaging, campaigns, retail products and communications for multiple markets.

A major part of the role was rethinking the existing retail and packaging range, which had become outdated and inconsistent — to the point where it wasn't even clear which shade of yellow was the correct brand yellow. The redesign was part of a broader shift in brand strategy, driven by the need for a more coherent visual language across a fast-growing international business.

The scope included a full rework of takeaway packaging, the tea collection and other pantry products, plus seasonal updates to menus, vitrines and wider marketing materials. To bring the different touchpoints together, I established a defined colour palette, custom patterns, a unified illustration style, a more consistent approach to typography and layout, and a set of distinctive graphic shapes and communication elements.