Naming & Visual Identity

We named the brand Nawak, a playful French slang term expressing absurdity or surprise. The name paid tribute to surrealism’s French origins and aligned with our expressive, multidimensional brand tone.

From there, we built a visual identity rooted in symbolic distortion.

• Logo: Inspired by Dalí’s lip-shaped sofa—bold, sensorial, instantly surreal
• Typography: Deformed custom letterforms mimicking the unconscious flow of thought
• Color palette: Dominant surrealist pink paired with black and organic accent hues
• Composition: Dreamlike, layered layouts using juxtaposition, collage, and visual rhythm

All assets followed a playful logic of visual dissonance, metaphor, and surprise.

Process & Deliverables

🔎 Research & Concept Development

The creation of Nawak began with a deep investigation into surrealism as both an artistic and philosophical movement. Our team immersed itself in the works, writings, and techniques of surrealist pioneers, seeking to understand how creativity could emerge from the subconscious.

We built moodboards, conducted competitive analyses of bookstores and art spaces, and experimented with automatic techniques such as exquisite corpse, cubomania, and automatic writing. These explorations helped shape both the tone and the experiential strategy behind the brand.

🧠 Brand Strategy & Naming

Central to the project was defining a unique brand personality rooted in the surreal. We positioned Nawak as a cultural sanctuary—where literature meets experimentation. The name Nawak, a French colloquialism meaning “nonsense” or “absurdity,” was chosen for its playful energy and reference to surrealism’s French origins. Our brand values—multidisciplinary, extravagant, playful, and subconscious—informed all visual and conceptual decisions moving forward.

🎨 Visual Identity

The visual identity is an homage to surrealist aesthetics: fluid forms, distorted typography, and evocative symbolism. Inspired by Salvador Dalí’s iconic lip-shaped sofa, our logo became a central visual metaphor, blending elegance with eccentricity. A vibrant color palette led by a surreal pink, custom lettering, and organic graphic elements reflected the idea of bending reality and awakening the imagination.

🖥️ Web Design & Development

I led the full design and implementation of the Nawak website. Starting with the UX architecture and wireframes, I translated the brand language into a responsive and immersive digital experience. Built with HTML, CSS, and GSAP animations, the website uses visual metaphors and transitions to invite users into a surrealist journey. While not deployed online, it functions as a fully interactive prototype and was an integral part of the final presentation.

🖋️ Editorial Design — Avida Dollars

As an editorial extension of the brand, we created Avida Dollars, a printed magazine dedicated to surrealist culture. Named after the satirical nickname André Breton gave to Dalí, the magazine explores themes around exhibitions, poetry, cinema, and surrealist techniques. Designed and printed with attention to layout, type, and materiality, it served as both a showcase of the brand's narrative and a tactile user experience.

🏛️ Spatial & Merchandising Concepts

Nawak was also imagined as a physical experience. We proposed immersive room designs, event zones, and sensory corners to bring surrealism into the visitor's environment. Merchandising included conceptual posters, bookmarks, tote bags, and artist-designed items that could be sold or given away in-store, acting as small portals into the surreal world of Nawak.