Interviews met Gamze Binici

The main principle behind the Shyne packaging was to express the connection between inner wellness and outer beauty. The inspiration came from the idea of “glow from within,” combining the functional benefits of a wellness drink with the aesthetic language of beauty and skincare. This led to a visual system that balances nourishment, vitality, and clarity through a refined yet expressive design approach.

The main focus was to create a brand identity and packaging that bridges two categories, wellness beverage and beauty supplement, without losing clarity or appeal. I wanted to achieve a system that feels clean and minimal like skincare branding, but still energetic and vibrant like a modern beverage brand, making the product feel both functional and desirable.

As this was a client project, future development would depend on the brand’s direction. However, the identity system is designed to be flexible and scalable, so it can support potential expansion into new flavors, product lines, or related wellness categories while maintaining strong visual consistency.

The project took place several months, including research, conceptual development, and refinement of the visual identity system.

The concept was developed in response to the brand’s goal of positioning Shyne as a wellness drink that merges beauty and nutrition. The design direction was shaped through research and exploration to find a visual balance between skincare-inspired minimalism and the energetic nature of a functional beverage brand.

This is a client project that has not yet been produced. It exists as a fully developed design proposal and identity system, ready for implementation if the client moves forward with production.

I was motivated by the growing intersection between beauty, wellness, and nutrition. Many functional drinks lack a strong emotional or aesthetic identity, so I aimed to create a brand that elevates the category and makes the product feel more connected to lifestyle and self-care.

The work was influenced by contemporary beauty branding and modern wellness packaging systems, particularly those that emphasize clarity, softness, and expressive color. I also drew inspiration from skincare identities and modern beverage brands that successfully blend minimal structure with bold visual cues.

The target audience is health-conscious and beauty-aware consumers, particularly individuals interested in functional wellness products that support skin health, glow, and overall vitality. The brand is positioned for a modern, lifestyle-driven audience that values both aesthetics and performance.

What sets it apart is the fusion of two normally separate visual languages: the calm, structured aesthetic of skincare branding and the vibrant, expressive energy of beverage design. This duality creates a unique identity that feels both sophisticated and lively.

The name “Shyne” is derived from the idea of radiance and inner glow. It reflects the product’s core promise, supporting beauty and vitality from within, while also evoking a sense of confidence, brightness, and modern femininity.

The packaging was developed using Adobe Illustrator for the visual system, Adobe Photoshop for presentation and mockups, and layout tools for structuring the brand applications and visual hierarchy.

The most unique aspect is the integration of a soft pastel base palette with a bold signature graphic element. This contrast creates a distinctive visual identity that communicates both calm wellness and energetic vitality in a single cohesive system.

This was primarily an independent design project developed in collaboration with the client. While I led the creative direction, the process included discussions around positioning, product vision, and market expectations.

Technology was used to develop and refine the visual identity system, test color relationships, and create high-quality mockups for presentation. It also helped in iterating layout structures and ensuring consistency across different brand applications.

Yes, the design was informed by research into wellness and beauty supplement markets, particularly how brands communicate “inner beauty” and functional health benefits. I also studied competitor packaging to identify how to differentiate Shyne through a more balanced, dual-category identity approach.

The main challenge was balancing two contrasting brand worlds: the calm, minimal aesthetic of a skincare and the vibrant, expressive nature of a beverage brand. Ensuring both could coexist without one overpowering the other required careful control of color, composition, and hierarchy.

I decided to submit this project to an international design competition to challenge the work beyond its original client context and evaluate it against a wider standard of contemporary design. It was an opportunity to see how the concept resonates on a global level and to gain external perspective on its clarity, originality, and execution.

This project helped me improve my ability to work across hybrid categories and develop systems that merge different visual languages. It also strengthened my approach to balancing emotional appeal with structured clarity in branding and packaging.

This project reinforced the importance of thoughtful positioning in packaging design, especially for emerging wellness categories. It showed how strategic use of color, typography, and symbolism can shape perception and elevate a product beyond its functional role into a lifestyle experience.

The main principle behind the design for Mags Skin was to create a sense of trust through clarity and scientific grounding. The inspiration came from magnesium itself, both as the active ingredient and as a symbolic reference to balance, purity, and essential function within the body. This led to a visual system that feels clinical yet soft, combining scientific precision with a calm, wellness-oriented aesthetic.

The main focus was to communicate efficacy and safety for sensitive skin while maintaining a refined, minimalist identity. I wanted to achieve a brand system that feels both scientifically credible and emotionally reassuring, helping the user immediately associate the product with purity, gentleness, and reliability.

The future development would involve supporting the brand as it expands its product range, ensuring visual consistency across all new touchpoints. The focus would be on evolving the identity system in a scalable way so it can adapt to new products while maintaining a coherent and recognizable brand language. The goal is to continue strengthening the connection with the audience through a unified and consistent visual experience across future applications.

The concept development and refinement process took several months, from initial research and visual exploration through to final packaging execution and system development. Revisions were made continuously to make sure consistency between branding, packaging structure, and user experience.

This was a commissioned client project. The concept was developed in response to the brand’s need for a refined and trustworthy identity system that could clearly communicate the purity and effectiveness of its natural deodorant, particularly for sensitive skin. The design direction was shaped through a collaborative process with the client, combining their product values with a visual approach that emphasizes scientific grounding, clarity, and a calm, minimalist aesthetic.

The design has been produced by my client and is now being used commercially. I follow their progress on social media, and it’s been rewarding to see positive feedback from their audience, with many highlighting how the packaging feels both visually appealing, informative, and effective in communicating the product’s benefits.

I was motivated by the lack of clarity and trust often found in natural personal care branding. Many products in this category rely heavily on visual noise or overly decorative cues, so I aimed to create something that feels calm, precise, and scientifically grounded instead.

The project was influenced by contemporary minimalist branding practices and systems that prioritize clarity and structure, particularly within skincare and pharmaceutical design. I also drew inspiration from scientific diagrams and the visual language of chemistry and molecular structures.

The target audience is wellness-conscious individuals, particularly those with sensitive skin who value transparency, ingredient clarity, and scientifically backed natural products. The design also appeals to consumers who prefer minimal, premium, and considered aesthetics.

What sets it apart is the integration of scientific symbolism with a calm, emotional design language. The atom-inspired identity system, combined with a dual-layer packaging experience, creates both conceptual depth and functional clarity, rather than relying solely on surface-level minimalism.

The name was selected by my clients. The name “Mags Skin” is derived from magnesium, the key active ingredient in the product. It was shortened to feel modern and accessible, while still referencing its scientific foundation and reinforcing the brand’s focus on skin health and mineral-based care.

The identity and packaging were developed using Adobe Illustrator for vector-based branding, Adobe Photoshop for mockups and presentation visuals, and additional 3D rendering tools for packaging visualization and refinement.

The most unique aspect is the atom-inspired logo system, which visually represents magnesium as both a scientific element and a conceptual anchor for the brand. Combined with the layered packaging structure, it creates a narrative-driven unboxing experience.

This was primarily an independent project designed by myself.

Digital tools allowed for controlled experimentation with hierarchy, spacing, and material simulation before finalizing the concept.

Yes, the design was informed by research into consumer perceptions of natural deodorants, particularly concerns around ingredient transparency and skin sensitivity. I also studied packaging psychology in skincare to better understand how structure and material choices influence trust.

One of the main challenges was balancing scientific credibility with emotional warmth. Another challenge was ensuring that minimalism did not result in a lack of communication, especially within packaging where information hierarchy is essential.

I decided to submit the work to test its strength within a broader design context and to gain feedback and recognition.

I improved my ability to build cohesive systems where branding, packaging, and storytelling work as one unified experience. I also developed a deeper understanding of how simplicity can enhance communication rather than limit it.

This project reinforced my belief that strong design systems are not just visual identities, but experiences built on trust, clarity, and intention. Mags Skin was an exploration of how design can quietly communicate science, care, and confidence in a highly competitive wellness market.

I've always been interested in art and design. Since childhood, I loved sketching, collecting photos, experimenting with different art mediums and going through design magazines. In the end, I chose Product Design because I wanted to gain versatile knowledge across different disciplines. That journey eventually led me to become a Brand Designer, focusing on visual identities, packaging design and brand communication.

I'm an independent freelance designer focused on crafting meaningful visual identities and packaging design. My work is centered around helping brands find their voice and express it through thoughtful design systems.

For me, design is meaningful communication and storytelling. It is about helping brands find their visual language, while creating emotional connections with their audience through thoughtful design systems.

I love designing packaging that is not only visually appealing but also meaningful. I enjoy selecting materials, creating tactile experiences and bringing visual identities into physical form through structure, layout and storytelling.

One of my favorite projects is my recent work, Matterdays. Matterdays is a preventative pet wellness brand built around the belief that every day matters. The name became the foundation of the concept, inspiring a calendar-based system that transforms daily supplementation into a meaningful ritual of care. I really enjoyed building a thoughtful narrative around the brand and translating it into a functional and emotional visual identity.

A logo design for a wine company.

I really enjoy creating freehand illustrations on Procreate and integrating them into my brand identity and packaging projects. I love how digital tools can still preserve a handmade and emotional quality.

I feel most creative when I travel and experience new cultures, art and architecture. Nature also inspires me deeply. Discovering new environments, textures and stories helps me widen my perspective and fuels my creativity.

I focus on making meaningful choices and understanding what a brand truly needs in order to be seen and heard. I care deeply about translating a brand’s story into visuals that feel authentic and emotionally engaging.

Design is a complex process and sometimes difficult to describe. I often feel inspired and curious, but also challenged by my perfectionism. It is both exciting and emotionally intense.

That is one of the best feelings. Seeing an idea become tangible makes me feel proud, fulfilled and happy.

A design becomes successful when no detail is overlooked. When it exceeds the client’s expectations, creates connection, sparks curiosity and leaves a lasting impression.

I usually focus on the first impression, the emotional connection and the overall feeling the design creates. I also pay close attention to the intention behind the design choices.

Designers have the responsibility to create consciously, communicate honestly and consider the environmental and social impact of their work. Thoughtful design can encourage more sustainable and meaningful consumption.

The design field is becoming more multidisciplinary and experience-driven. I believe the future of design will focus even more on sustainability, emotional connection and creating meaningful experiences rather than simply aesthetics.

My inspiration comes from my curiosity to explore, read and collect. Traveling and nature are major sources of inspiration for me. I also enjoy following design trends, browsing design platforms, reading other designers’ stories and experimenting with different art mediums and illustrations.

I would describe my design style as minimal yet impactful. I often blend clean layouts with hand-drawn illustrations, storytelling and expressive color palettes. I’m drawn to simplicity because I believe strong concepts do not need unnecessary complexity. My approach is always rooted in strategy and emotion, creating designs that not only look beautiful but also communicate clearly and feel memorable.

I moved to London two years ago, and living here has exposed me to an incredibly diverse creative environment. Being surrounded by different cultures, exhibitions and creative communities constantly inspires me and broadens my perspective as a designer.

I like building collaborative and transparent relationships with companies. I begin by understanding their values, goals and audience, then develop strategic and visual solutions tailored to their needs. Communication and trust are very important throughout the process.

I think companies should look beyond aesthetics and choose designers whose vision, process and communication style align with their brand values. A good designer is someone who listens carefully, thinks strategically and creates meaningful solutions rather than simply following trends.

I begin with a questionnaire or a discovery call to better understand my client and their needs. Then I conduct detailed research and move into the concept and design phase. I offer revisions to make sure everything feels aligned and finalize the project meticulously with attention to detail.

My favorite design items at home are my design books, art prints I collected around the world and carefully designed packaging that I collect for inspiration.

My days usually start slowly with coffee and checking inspiration sources or design references. Then I move into client work, sketching concepts, designing and communicating with clients. I also try to make time for walks with my dog, exhibitions or creative activities that help me recharge and stay inspired.

Stay curious and keep exploring beyond design itself. Travel, observe, read and experiment as much as possible. Don’t compare your journey to others and trust that your unique perspective is your biggest strength.

One of the most positive aspects is having the ability to create meaningful work and communicate ideas visually. One of the challenges is balancing creativity with deadlines, expectations and perfectionism.

Design with intention. Every detail should have a reason behind it.

Curiosity, communication, observation and problem-solving are essential skills for a designer. Technical skills are important, but having empathy and a strong point of view matters just as much.

I mainly use Adobe Creative Suite, especially Illustrator, InDesign and Photoshop, along with Procreate for illustration work. I also love collecting books, magazines and packaging samples for inspiration. Pinterest, design platforms and exhibitions are also part of my creative toolbox.

I try to balance structure and flexibility. Planning my schedule and setting priorities helps me stay organized, while also giving myself enough creative space to experiment and refine ideas.

It really depends on the scale and complexity of the project. Some projects take a few weeks, while others evolve over several months depending on research, strategy and revisions.

Probably how I find inspiration and develop ideas for each brand.

Working on branding and packaging projects that allowed me to combine storytelling, illustration and strategy has been the most valuable experience for me so far.

I have worked with clients in lifestyle, beauty, wellness and food industries from all around the world.

I enjoy packaging design the most because they allow me to combine strategy, storytelling and physical experience into one cohesive system.

I would love to continue growing internationally, collaborate with inspiring brands and further develop projects. Receiving recognition through design awards have also been an important milestone for me. I'm hoping to achieve better results each year.

Most of the time I work independently, but I also enjoy collaborating with other creatives and specialists whenever a project requires different expertise.

At the moment I’m exploring a new branding and packaging concept for a skincare brand that involve tactile materials and illustration-driven storytelling, which is something I’m very excited about.

People can contact me through my website, email or social media platforms. I’m always happy to connect, collaborate or simply say hello and talk about design, art and creative ideas.

I’m truly grateful to be part of an award-winning journey and happy to be able to reach and connect with more people through my work nowadays.