Portfolio
Casa Freya
Empowering everyday families to create confidently styled spaces, with beautiful home goods; available online and shipped securely, import tax-free, within 30 days.
Project Overview
Industry
Homeware Online Retailer
Location
Thailand & Hong Kong
Deliverables
• Branding
• Packaging
• Social Media Templates
The business
Casa Freya is an retail destination for carefully-curated, design-led, luxury homeware items, to elevate your interiors.
the CREATIVE DIRECTION
Stylish yet Modest
Contemporary yet Intimate
Confident yet Casual
Case study
The Making of Casa Freya
The Business
Sofia Melwani, founder of Casa Freya, was referred to me by a previous client looking for professional branding for her new business. With a background in interior design, Sofia had a strong eye for aesthetics and a deep appreciation for high-quality design. Ready for a lifestyle shift, she set out to build an online homewares store that would allow her to remain creatively connected to interiors while working remotely from her base in Phuket, Thailand.
Leveraging her experience in sourcing and international logistics, Sofia envisioned Casa Freya as a carefully curated destination for stylish, functional home decor. The name Freya — inspired by the Norse goddess of beauty — was drawn from Sofia’s own Scandinavian heritage, making it a meaningful and fitting foundation for her brand.
Casa Freya would specialise in timeless, minimalist homewares — including decor pieces, rugs, and outdoor furniture — designed to help people furnish a home from scratch or elevate an unfinished space with a modern, curated touch.
The Design Process
Although Casa Freya would ship globally, we identified the core customer base as being located in Phuket, where Sofia lived and where her brand story began. This shaped many of the creative decisions throughout the branding process. We wanted to capture a sense of place — one that reflected the calm, earthy feel of a tropical island — while still feeling elevated enough to attract a broader, international audience.
The brand needed to be stylish, modern, and approachable, yet grounded in the natural warmth of the island landscape. We leaned into a neutral colour palette to maintain a sophisticated and high-end aesthetic, while avoiding anything overly cold or minimal. The goal was a brand that would resonate with style-conscious homeowners looking for quality and intentionality in every product.
From a logo design perspective, we focused on elegant, timeless typography, with subtle custom details to ensure the brand felt distinct, memorable, and unique — all important elements when designing a new brand identity for a small business looking to establish itself online.
With a strong strategic foundation in place, I developed several brand concepts that balanced elegance with earthy sophistication. Typography was at the heart of the design system — refined and minimal with just a hint of personality. The colour palette featured warm neutrals, creams, and earthy browns, complemented by a deep green to reflect Phuket’s lush surroundings, and accented with a hint of gold to communicate luxury and refinement.
The Result:
Sofia was drawn to elements from each concept, so we collaborated to refine and merge the strongest features — a process that allowed us to craft a final brand identity that felt both cohesive and completely tailored to her vision.
With the core brand in place, we expanded the visual identity across a range of launch collateral, including business cards, stickers, thank you cards, and minimalist custom packaging design. The end result was a beautifully consistent and professional brand ready to make an impact online and in the homes of customers around the world.
Client Feedback
I have absolutely loved working with Alana on the brand development of Casa Freya. She has a solid background in the field and applies her creative savviness in a fresh, targeted approach. What she put together for my brand far exceeded my expectations and it's been really easy communicating with her throughout the design process.
Sofia Melwani
Founder, Casa Freya