Spora

Spora is a global food research center grounded in experimentation and driven by the pursuit of delicious innovation, creating food the world truly wants to eat. The brand invites people to tackle critical food-system challenges together and to shape a better future through gastronomy.

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For this project, I led a full brand refresh, redesigning the logo and building the overall brand identity from the ground up.

A key part of the new identity is a distinctive pattern system inspired by structures found throughout nature (such as dried lake beds, leaf veins, and organic cellular networks). I developed the pattern from the cell structure of a leaf and refined it into a flexible brand asset that reflects spora’s core themes: growth, connection, science, and nature. It functions as a highly recognizable visual signature and ties directly into the logo concept.

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The logo itself was designed to balance organic warmth with scientific precision: rounded corners reference natural forms and living matter, while sharper edges add a sense of strategy, focus, and direction. The negative spaces and “gaps” are intentional: evoking spores, diffusion, and interconnected systems.

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To ensure the brand’s physical touchpoints aligned with its sustainability mission, I also selected a specific paper stock for printed materials: a paper made from invasive algae harvested from the Venice Lagoon. This choice supports a circular ecosystem and reinforces the brand message through materiality.

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Beyond the core identity, I designed a complete brand system across touchpoints, including the website, merchandise, event materials, signage, window foliation, and custom illustrations. Each application was developed with its own design needs in mind while staying consistent within Spora’s visual world, resulting in a cohesive and scalable brand toolkit.