Strategic design meets thoughtful storytelling. This portfolio showcases a selection of brand, communication, and campaign work—created to connect, engage, and inspire.
Daydream Paper Studio is a boutique stationery brand I founded with my husband, specializing in heirloom-quality letterpress wedding invitations and paper goods. Rooted in timeless design, romantic florals, and thoughtful craftsmanship, the brand was inspired by our time in the English countryside and a love for storytelling through paper.
This project involved creating a cohesive visual identity to capture the brand’s values, aesthetic, and personality: elegant, warm, and a touch whimsical across print and digital platforms.
THE CHALLENGE
To design a brand identity that reflects the tactile, romantic, and personal experience of fine letterpress stationery, while also standing out in a modern, digital marketplace. The brand needed to feel high-end yet warm, with visuals that evoke the English countryside, timeless design, and craftsmanship.
MY ROLE
Founder & Creative Lead
Visual identity design
Art direction
Copywriting and tone of voice
Packaging & print collateral design
Website layout & content creation
Moodboard / Inspiration
For Daydream Paper Studio, the brand identity draws inspiration from the beauty and serenity of English gardens, where natural textures and subtle color palettes come together in a perfect harmony. Vintage paper goods, letterpress textures, and botanical illustrations guided the aesthetic choices, while soft pastels, feminine serif fonts, and pressed flowers evoke a sense of timeless elegance. The moodboard reflects this connection between nature and artistry, setting the tone for a delicate and refined brand experience.
Logo Development
The Daydream Paper Studio logo reflects the brand’s core values of romance, timelessness, and artistry. The main logo combines a minimalist envelope symbol with delicate serif typography, evoking the personal, handcrafted nature of the brand’s paper goods. The subtle blush tone adds warmth and femininity, while the clean lines keep the logo modern and versatile.
Color Palette & Typography
The color palette of Daydream Paper Studio reflects the softness and warmth found in nature. Soft blush evokes calm and romance, while muted sage green brings a gentle, organic feel, paying homage to the beauty of floral elements. For typography, the primary serif font was chosen for its classic yet modern appeal, with delicate curves that mirror the hand-drawn elements of the watercolor florals. The accent typeface complements this with a light, airy feel, ensuring readability while maintaining a refined aesthetic.
TONE OF VOICE
Daydream Paper Studio’s voice was designed to feel like a warm, trusted guide—equal parts elegant and reassuring. Inspired by heritage craftsmanship, handwritten letters, and the soft romance of the English countryside, the tone blends timeless sophistication with a gentle, whimsical charm.
It was important that the brand never felt overly formal or distant. Instead, we aimed for a style that’s refined but personal—like a handwritten note from a dear friend who just happens to have exquisite taste.
We achieved this by using lyrical but clear language, thoughtfully chosen phrasing, and a consistent cadence across every touchpoint—from taglines and product descriptions to welcome emails and client guides.
SAMPLE BRAND MESSAGING
Tagline: Where love stories meet timeless artistry—paper goods to cherish forever.
Product Description Example: Letterpress printed by hand on soft cotton paper, this suite is crafted to feel like something worth keeping—an heirloom that begins your story with beauty and intention.
Welcome Message: At Daydream Paper Studio, we believe your stationery should do more than inform—it should invite, delight, and set the tone for something unforgettable.
Client Communication Snippet: Think of us as your paper people—here to guide you every step of the way, from color palettes and printing methods to tiny details that make a lasting impression.
Styled Product Shots
Letterpress details and heirloom materials styled to reflect the romantic charm of the brand.
Packaging Elements
From wax seals to silk ribbons, each detail was chosen to elevate the unboxing experience.
Envelope Liner Design
Watercolor florals bring a touch of whimsy to the opening moment, making even the envelope feel special.
Product Page Layout
A refined, user-friendly layout designed to reflect the brand’s tactile beauty while guiding couples through a seamless, romantic ordering experience.
REFLECTIONS & RESULTS
Bringing Daydream Paper Studio to life was a labor of love that helped me blend my passion for design, storytelling, and intentional craftsmanship. The brand identity has resonated with clients who value thoughtful details and timeless beauty. This project also laid the foundation for future offerings and expanded my hands-on skills in brand building, print production, and creative direction.
