RAWMID

2022–2025 BRANDING ART DIRECTOR → CREATIVE DIRECTOR MADE_IN_DREAM_(RAWMID)

2.4 → 0.7revision rounds per task in the design department over a year

1.7% → 3.4%product-card CTR at equal impressions

×2average engagement over 3 months

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The dream lifestyle

A brand comes alive when its idea resonates with both the audience and the team. That idea became a dream way of life.

A person hugs RAWMID bottles and containers with club logos against a bright kitchen in morning haze — **RAWMID_/_01.1**The brand beside a person in everyday life.

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Packaging: before → after

Communication spoke in power and warranty. Buyers said “dream blender”. That word became the brand.

RAWMID appliance boxes with different packaging layouts — **RAWMID_/_02.1**Before: mismatched print with no shared language.

RAWMID dispenser box in the new design: blue stripe, line drawing of the appliance, the Russian line “Dream dispenser” — **RAWMID_/_02.2**After: the dispenser, with the buyers’ word on the box — *“Dream dispenser”*.

RAWMID professional blender box in the new design: green stripe, line drawing of the blender — **RAWMID_/_02.3**After: the same language on the blender — line colour, appliance drawing, the benefit set large.

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Logo and icons

I rebuilt the logo myself from the old one: wordmark, sign, icons. Packaging, posts, product cards and clubs are built on this base.

RAWMID_/_03.1Full logo sheet: sign, icons, palette and the club version.

RAWMID_/_04CONCEPT

Product logic

A set is built not by category but around what a person cooks. A recipe rarely takes one appliance: fruit leather is a blender plus a dehydrator.

RAW Club appliance set on a table with greens: blender, dehydrator, sprouter, fermenter — **RAWMID_/_04.1**RAW: blender, dehydrator, sprouter.

Healthy living Club appliance set: air grill, multicooker, blender and containers of ready meals — **RAWMID_/_04.2**Healthy living: air grill, multicooker, blender, meals in containers.

Garden Club appliance set on a garden table: dehydrator with dried fruit, blenders, juicer, harvest — **RAWMID_/_04.3**Garden: dehydrator, juicer, blenders for the harvest.

RAWMID_/_04.4Clickable prototype of the club app: recipe, steps and feed.

RAWMID_/_05CONCEPT

Clubs by diet

Clubs are about an ideal and pride: if you follow your diet, you have something to be proud of. Three clubs: RAW, Healthy living and Garden.

RAW: the club cook shows her friends a no-bake berry cake

Garden: the family on the veranda dries apples in a RAWMID dehydrator

Healthy living: the family in the kitchen after a run, fruit chips from a RAWMID dehydrator

RAW club award: friends pin a rosette on the cook for the recipe of the month

Garden club award: grandpa weighs his grandson’s pumpkin, grandma holds the rosette

Healthy living club award: the daughter gives her father a rosette for the tip of the month

RAWMID_/_05.1 RAW: a no-bake cake for friends.

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MERCH_/_1 RAW club merch: a set of items with the club sign.

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Platform in communication

Built the brand platform: idea, mission, values, audience research. Engagement on AI visuals ×1.5–2 vs. regular posts.

Set of RAWMID banners: “Just as you dreamed!”, “Super Food”, the dream air grill, “Cup of healthy habits”, billboards

RAWMID banners: “Dreaming is good for you!”, “Healthy habits cup”, “A dream of healthy living” and a contest for everyone

RAWMID post layouts with product and recipe photos

Three RAWMID street posters at a bus stop: “Super Food”, “Taste the summer”, “Super kitchen”

RAWMID_/_06.1 Banners and billboards on one “dream” platform.

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Scale

Product cards on one master layout for a 35+ SKU line, 7 channels, a team of 10+. Product-card CTR 1.7% → 3.4% at equal impressions, on three products.

Before: an old air grill card with specs in badges and an air grill card on white with blue dimensions

After: air grill card “Healthy fast food in 15 minutes” and an inner coffee machine card “For any container”

RAWMID_/_07.1 Before: specs in badges and dimensions on a white background.

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RAWMID_/_07.3Before and after: a team video.