↳ Journal · Issue 026

Field notes
from the studio.

Long-form essays on design, identity and running a studio. We publish twice a month, on slow Tuesdays.

Why we say no to a third of every brief.
★ Featured·Mar 14, 2026

Why we say no to a third of every brief.

The math behind keeping the studio at eight people. And why doing less is the only way to ship work that survives a year past launch.

Coming soon

All notes.

5 essays · sorted by recent
The two-route concept, defended.
Process·Feb 20, 2026

The two-route concept, defended.

Why we never present three logos. Or, worse, one. The case for showing exactly two routes.

Type as the loudest thing on the page.
Type·Feb 6, 2026

Type as the loudest thing on the page.

A founder's brief on display type — when to license, when to draw.

Kaala: building a coffee brand for the shelf.
Cases·Jan 15, 2026

Kaala: building a coffee brand for the shelf.

How we took a kitchen-counter roastery into 3,000 retail doors in 18 months.

The case against the brand guidelines PDF.
Identity·Dec 10, 2025

The case against the brand guidelines PDF.

A 200-page PDF nobody opens isn't a system. It's a tombstone.

Logos that survive Instagram.
Identity·Nov 28, 2025

Logos that survive Instagram.

The five-second test, the 16-pixel test, and the embroidery test.

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Follow the work.

112 projects shipped. The best ones live on Behance — see the full case studies, process shots, and final systems.

↳ Portfolio · 112 projects

See the full work on Behance.

Case studies, process decks, and every final system.
behance.net/designerpanda4a

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