Angelica Frey
Author · Other · Illustrator
In their own words
It’s a beautiful exercise in world building, using colour and art direction to position the brand as youthful and forward-thinking while layered storytelling encourages sustainable living and healthier habits.
Articles & interviews
- Review of the Year 2025: Top 25 Illustration
It’s Nice That’s annual ‘Review of the Year 2025: Top 25 Illustration’ highlights the most memorable illustration stories of the year, celebrating artists who explored nostalgia, everyday life, and human connection. The feature spotlights illustrators like Angelica Frey, Helen Oxenbury, and Irasutoya, showing how traditional and personal illustration continues to thrive despite the rise of generative AI imagery.
- Mario Celebrates 40 Years of Design Excellence
The article celebrates 40 years of Nintendo’s Super Mario Bros., exploring how Shigeru Miyamoto’s design philosophy and Nintendo’s craft-first, player-centric approach have kept the franchise relevant and beloved. It highlights the creative evolution of Mario’s world, from 2D side-scrollers to open 3D sandboxes, and its influence across gaming and popular culture. Interviews with designers and academics underscore the enduring design principles behind Mario’s success.
- North Road by Manual
BP&O features Manual’s brand identity for North Road, a global content studio founded by Peter Chernin. The identity centers on a custom serif typeface developed with Grilli Type and a motion system inspired by film title sequences. The work extends across digital and print applications, combining cinematic typography with tactile materials to convey authority and craft.
- "The Sims Inspires Creativity in a Generation of Visual Artists"
The article explores how The Sims video game has influenced a generation of creatives across disciplines, from advertising to illustration. It highlights Buck’s 2024 'Get an Airbnb' campaign, which channels the game’s cozy yet detailed environments, and artists like Nicoleta Mureş and Max Guther, who draw from its isometric perspective and nostalgic digital aesthetic. The piece reflects on how The Sims’ visual language continues to shape contemporary creative work.
- New Logo & Branding for Buena Fé by Saint Urbain
BP&O features Saint Urbain’s branding for Buena Fé, an organic tequila-based canned cocktail made in Jalisco, Mexico. The identity includes naming, a mellow blue wordmark inspired by agave, and playful fruit illustrations that evoke handcrafted charm. Lifestyle photography and nostalgic design cues position the brand within the trend of 'eternal summer' products with authentic Mexican roots.
- New Logo & Packaging for Williams Cocktails by Offff
BP&O features Offff’s new logo and packaging design for Williams Cocktails, a Rotterdam-based canned cocktail brand that evolved from a local bar. The design combines vintage-inspired typography, jewel-toned color palettes, and lifestyle photography to evoke sophistication and nostalgia. The result positions Williams as a refined yet accessible ready-to-drink brand appealing to both Millennials and younger audiences.
- Compound by DesignStudio
BP&O’s feature by Angelica Frey explores DesignStudio’s branding for Compound, a men’s preventative health platform under Eucalyptus. The identity blends gothic-inspired typography, pixel art, and vibrant color to convey analytical precision and personal empowerment. Through naming, strategy, and design, DesignStudio positions Compound as a distinctive, tech-forward healthcare brand.
- Logo & Branding for Yellowbird by Gander
BP&O features Gander’s rebrand for Texas-based hot sauce company Yellowbird. The Brooklyn studio simplified the brand’s visual identity with a bold yellow palette, playful mascot, and cohesive packaging system, extending the character into digital and lifestyle applications. The redesign positions Yellowbird as a fun, everyday hot sauce with strong brand storytelling and worldbuilding.
- New Logo & Branding for Bezi by Red Antler
BP&O features Red Antler’s branding for Bezi, a new labneh brand founded by Ilay Karateke and Hasan Bahcivan. The identity uses humor, 90s-inspired visuals, and vibrant colorways to introduce the Middle Eastern cheese spread to U.S. consumers. Red Antler’s art direction and playful tone position Bezi as both nostalgic and modern, aligning with current food and design trends.
- New Logo & Branding for Wholy Greens by Control Studio
BP&O features Control Studio’s rebrand for Dutch B-Corp food brand Wholy Greens, which uses pasta to promote a love of vegetables. The new identity centers on the 'Wholy Ring of Goodness' logo and a cast of illustrated vegetable characters that embody the brand’s sustainable and playful ethos. The colorful, character-driven design positions Wholy Greens as youthful and environmentally conscious.
- Branding & Packaging for Uoga Kids by &Studio
BP&O features andstudio’s branding and packaging design for Uoga Uoga Kids, a playful extension of the Lithuanian natural skincare brand. The project transforms bath products into character-based toys called 'Uogiai', using expressive eyes, bold purple hues, and reusable stickers to engage children while maintaining the parent brand’s minimalist aesthetic.
- Hanbury by Base Design
BP&O features Base Design’s rebrand for American architecture firm Hanbury, highlighting a dynamic identity centered on a custom variable typeface and interactive digital experience. The project reflects Hanbury’s growth and diversification, using motion, adaptable typography, and advanced web technologies to express innovation and flexibility. The result positions Hanbury as a forward-thinking architectural practice with a distinctive digital presence.
- New Logo & Branding for Superkeen by B&B
BP&O features B&B Studio’s playful and inclusive brand identity for Superkeen, a UK-based anti-inflammatory cereal brand founded by Caragh Keane. The project includes strategy, naming, packaging, and digital design centered around a mascot called ‘Cloud Guy’ and a nostalgic, vibrant color palette. The identity balances health-conscious messaging with warmth and character-driven storytelling.
- Logo & Branding Oatier by AllGood
BP&O features AllGood’s branding and packaging design for Dublin-based oat milk brand Oatier. The identity emphasizes bold typography, high-contrast colors, and a playful tone of voice aimed at the coffee shop audience. The project positions Oatier as a vibrant, barista-focused alternative in the growing plant-based milk market.
- Logo & Branding for Sense by Buck
BP&O features Buck’s brand identity for Venezuelan sexual wellness startup Sense, created ahead of its North American launch. The design emphasizes playfulness and confidence through bold typography, organic shapes, and a vibrant seven-color palette. The packaging and identity aim to destigmatize sexual wellness products by presenting them with openness and aesthetic appeal.
- New Logo & Branding for Lunge by Porto Rocha
BP&O features Porto Rocha’s branding for Lunge, a New York-based luxury pet product brand founded by Nicholas Schröder. The identity emphasizes sleekness and urban dynamism through a forward-leaning logo, editorial photography inspired by 1980s and Y2K fashion, and motion graphics by Estudi-Image. The project positions Lunge as a design-forward alternative in the growing premium pet market.
- New Branding for Kindred Black by Ania et Lucie
BP&O’s article by Angelica Frey explores Ania et Lucie’s rebrand for Pennsylvania-based beauty brand Kindred Black. The new identity blends apothecary-inspired motifs with modern elegance, featuring custom typography, embossed packaging, and a bright yellow palette. The project emphasizes sustainability, craft, and a refined structural packaging system produced with Imprimerie du Marais.
- New Logo & Branding for Murray's Cheese by Base Design
BP&O’s article by Angelica Frey explores Base Design’s rebrand of Murray’s Cheese, a long-established New York cheesemonger expanding into digital retail. The new identity replaces the classic script logo with Colophon’s Brick Pro and introduces a refreshed color palette, multiple typefaces, and hand-drawn illustrations by Christine Van Wassenhove. The project balances heritage and modernity, translating the brand’s in-store warmth into a crafted e-commerce experience.