My name is Irina Kim, and I’m a communication designer working mostly with brand identity.
I’m interested in finding ideas that can become the foundation of a visual identity. My process often begins with research — exploring the context of a project, its history, and its defining features. I use these discoveries to develop a visual language that connects the concept with its graphic expression.This portfolio brings together projects that reflect my approach to design, from the initial research and concept development to the final visual identity.My work approach
→Exploration. I begin by getting to know the project: its background, purpose, audience, and the details that make it different from others.→Concepting. Based on what I discover, I define the visual direction and decide how the main idea can translate into graphic design.→Design. I explore typography, color, shapes, and composition, experimenting with different combinations until the elements work together.→Application. I develop the chosen direction into a visual identity and adapt it to different formats and contexts.For me, the design process is about making deliberate choices. Every element should have a reason to be there and contribute to the overall idea. This allows the final identity to feel consistent while remaining flexible across different applications.
For me, the design process is about making deliberate choices. Every element should have a reason to be there and contribute to the overall idea. This allows the final identity to feel consistent while remaining flexible across different applications.
01. Usolye — salt brand from Russian North
The problem
How can a traditional product tell the story of its origin through contemporary visual identity?
Usolye is a salt brand from Totma that introduces the Russian North through its culinary traditions. The region has a long history of salt production, closely connected to its cultural heritage and local identity. The challenge was to communicate this background in a way that feels relevant to a contemporary audience.The goal was to create an identity that goes beyond packaging a product, using the visual qualities of salt to connect the brand with the place it comes from.The Concept
Turning the traces of salt production into a visual language of the Russian North.
The concept is built around the process of boiling brine to extract salt. As the water evaporates, salt leaves behind distinctive marks and crystalline formations. These natural traces become the basis of the visual identity, transformed into graphic elements that evoke the landscapes, patterns, and cultural heritage of the Russian North.By translating a traditional production process into contemporary graphic design, the identity connects the product to its origins. Salt becomes more than an ingredient — it becomes a way to explore the history and character of the region.
The Result
The final identity translates the salt-making process into a graphic system inspired by the natural traces of salt and the cultural character of the Russian North. The visual elements connect the product to its place of origin, creating a consistent identity across different brand applications.The project explores how the history and material qualities of a traditional product can become the foundation for contemporary visual communication.
The project was recognized with 2nd place at HSE Creative Open and Silver at the Sreda Festival.
02. hibi — kintsugi restoration studio
The problem
How can a visual identity communicate the philosophy of finding beauty in imperfection?
hibi is a studio that restores broken ceramics using the traditional Japanese technique of kintsugi, in which cracks are repaired with lacquer and highlighted with gold. Beyond the craft itself, kintsugi represents a different perspective on damage: rather than hiding it, the technique makes it part of an object’s history.The challenge was to express this philosophy through a visual identity without relying solely on familiar Japanese aesthetics or literal images of broken ceramics.The concept
Finding beauty in the traces of imperfection
The concept draws on the philosophy of kintsugi, where cracks are not concealed but become an essential part of an object’s appearance. The visual language explores the relationship between fragility and strength, damage and renewal, and the unique character that emerges through repair.Rather than treating imperfections as flaws, the identity presents them as meaningful details that give each object its individuality. This idea shapes the visual approach, connecting the physical process of restoration with a broader reflection on how we perceive imperfection in everyday life.The result
The resulting identity translates the philosophy of kintsugi into a visual system for hibi. It reflects the studio’s approach to restoration, emphasizing individuality, the traces of repair, and the beauty of objects transformed by time.The project explores how a traditional craft and its underlying philosophy can inform a contemporary brand identity, creating a connection between the restoration process and the values behind the studio.
Vasilyok — creative space
