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 designed a logo inspired by the natural rhythm of Besnjaja – drawing from its gentle hills, the elegance of the pheasant bird, and the quiet texture of the land. The visual language is minimal but warm, reflecting the calm energy of the place without losing its wildness.
📘 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.