A brand born from place, story, and personal transformation

MY ROLE

Experience designer

TEAM

Private project – just me

TIME FRAME

2025

Bešnjaja began as a feeling – one I couldn’t quite name at first.

Years ago, I visited a mountain in central Serbia that quietly stayed with me. It’s where I met my husband, and over time, that place became a part of my story.

In the past few years, as we started building our future home there, I felt the need to create something around it – not a product, not a business, but a brand with meaning. That’s how Bešnjaja was born – a personal project inspired by stillness, wildness, and the quiet power of nature.

How it started

Bešnjaja wasn’t planned – it emerged.

After spending more time on the mountain and seeing how deeply it was shaping my way of thinking and living, I knew I wanted to honor that somehow. I didn’t want to turn it into content – I wanted to turn it into a story.

A space. A rhythm. A name. A visual identity.

Something that could grow as we do – slowly, off-grid, and with soul.

What I’ve done do far

🎨 Brand Identity & Logo
I created a full identity system for Bešnjaja, including a custom geometric logo inspired by natural forms and ancient symbolism. The color palette and typography reflect the raw beauty of the land – deep, earthy, minimal.

📘 Brand Guidelines
To keep the project cohesive as it evolves, I developed brand guidelines covering logo use, visual direction, tone of voice, and content mood.

🖥️ Website Design
The website is a quiet digital space – designed to feel like stepping into a slower pace. It introduces the project, leaves room for curiosity, and reflects the aesthetic of the mountain itself.

📲 Next: Social Media Presence
I’m currently working on building a gentle, visual presence on Instagram – slowly shaping a story-driven feed rooted in place, values, and natural beauty.

Reflections

Bešnjaja is the most personal project I’ve created – not just because of what it is, but because of what it means. It gave me the chance to design something that doesn’t chase trends or fast outcomes – just truth, place, and care.

It’s still unfolding.

But like the mountain, it’s not in a rush.