Frequently asked questions

It can range from 3 weeks to several months, depending on the scope. Most of that time isn't sketching. First comes research — what the business offers, how it is useful, how it stands apart, and what its audience is looking for. Then we generate 2–3 design horizons and narrow them down to the few that really carry the message. Then the identity is presented, and only at the very end comes finalisation and documentation. If the project also includes strategy or naming, each of those phases adds time before the design. Rushing is paid for later — an identity without a foundation doesn't hold up outside the mock-up.

Strategy. Without it, every visual choice is a beautiful guess, because there is nothing to judge whether it is right against. Brand strategy answers who you are, who you are talking to and why that is valuable to them in particular; only then does the design have something to express. At TYXIT, exactly this order is why the identity won investors' trust and not just fans' interest.

On the scope, not the number of hours. A project covering only the packaging for one product and a project with strategy, name, full identity and an online shop are different commissions. That is why every quote starts with a conversation about business goals and is written as a concrete list of deliverables with clear deadlines — no hourly rates and no surprises halfway through.

A logo is one element; an identity is the system that element lives in. Besides the trademark, it includes typography, colour, secondary graphic elements, motion and rules of application — everything that makes a brand recognisable even when the logo isn't visible. The full list is on the brand identity page, and what it looks like as a finished system you can see at Отвара за Щастие.

Start from the cause, not the look. If the business has changed its audience, its market or its promise. If the change is fundamental rather than a gradual evolution, the problem is strategic and is solved with a rebrand. If the positioning is right but the execution is dated or inconsistent, a refresh of the existing system is usually enough. That is exactly what the first conversation is for — and we say honestly which of the two we see.

First we map the market's naming landscape — which conventions are overcrowded and where there is open space. Then we generate candidates across several territories: descriptive, associative, metaphorical and entirely invented. The final proposals are checked against the Bulgarian and European trademark registers, plus domains and social handles. For the shortlist we always recommend consulting a trademark lawyer too. You can find more about the process under brand naming.

An organised package: full strategy documentation (including meeting recordings), working files and vector originals of the mark and logotype, print- and screen-ready formats, fonts with their licences, colour values for print and digital, secondary elements and brand guidelines that explain how everything is used. The aim is for your team to be able to work without depending on us — and without guessing.

Because we keep our client capacity limited, we always pay attention to mutual fit. Before we start, we ask ourselves three questions: would we sit down to dinner with this person on a Friday night; if money weren't a factor, would we help this business grow; and is there a balance between what the project demands and what it would bring. The first two are about the human side and shared values, the third about a realistic scope. When all three answers are "yes", we get the projects that make us wake up smiling and that both sides put their heart into. If something doesn't fit, we say so directly at the start — it is more honest than finding out halfway through.

Yes — many of our projects start exactly there. We work with at most three active clients at a time, which means a small project gets the same attention as a large one. If the budget doesn't allow the full scope at once, we split the work into phases and start with the one that will give the most straight away. You can find out more about the studio on the about page.

Yes. We have worked with brands from all over the world: Europe, North and South America, Asia and Australia. For example Arcline Architecture, TYXIT and Azzurro. We communicate in Bulgarian or English, and our time zone is EET (UTC+2/+3), which covers the European working day. The process is built so we can stay in sync wherever in the world the client is.

Yes, with one caveat: if an identity already exists, we build on it; if not, we start with a short strategy phase so we aren't designing blind. Dulmone Giftbox, for example, started from an existing identity that grew into gift packaging and print materials without going through a full identity.

The process runs through four phases — business goals, strategy, design and calibration — and your involvement is greatest in the first two, which take 2–3 meetings to talk things through. That is where things about the business come to light that often haven't been said out loud. After that, the rhythm is short reviews at every step instead of one big presentation at the end. See the whole design process.

We work in stages, with reviews after every step, instead of saving everything for a final presentation — so revisions happen while they are cheap. We deliberately don't show dozens of options: the more options you give a person, the smaller the chance they end up satisfied, and the choice itself undermines their confidence. So we narrow things down before presenting. And when a choice does have to be made, we go back to the success criteria agreed at the start — they make the decision obvious. The exact number of rounds for each phase is set out in the quote, so there are no grey areas.

Two reasons. The first: someone will find out. Even if you tell yourself nobody will notice, it usually comes out — and the consequences are both legal and reputational. For a brand that wants to lead its category, that is a risk of lawsuits and lost revenue, not a minor detail. The second: on its own a logo means nothing — it is a vessel for the meaning the brand holds in the customer's mind. A ready-made mark doesn't know who you are talking to, who you compete with or how it will look on a pack, a sign or a screen. The difference is between a picture and a system.

We have experience with a range of platforms, and our favourites are Instatic, Webflow and Shopify. The choice depends on what the site has to do, not on our preferences. For shops we most often work with Shopify; for content sites, with platforms your team can maintain on its own. When a project needs something beyond off-the-shelf solutions, we build to measure or partner with specialists. More: web and e-commerce.

Let's be honest: not necessarily. We have turned away clients who don't yet know exactly what their product is or how good it is — at that stage there is nothing to brand. Beautiful packaging around an uncertain product is a short-term win (mostly for the designers) at the expense of the business's long-term growth; and a strong brand can never replace a useful product. It can only catalyse it. If you are at such an early stage, the more useful start is a short piece of work on strategy and positioning, rather than creating a logo or packaging for something that is still just a fantasy.

Just a conversation and active involvement. You don't need to come with a finished brief — it is more useful to build the brief together by going through our brand strategy process. Design is a game of constraints, and the most common problem with a brief is that it tries to achieve too much at once. So our first job is to cut the excess and focus on what is key. If there are already materials (old files, research, sales data) we always look at them, but they aren't a requirement. Book a meeting or send an enquiry and we'll start from there.