Fellstate

We create distinctive identity and presence for brands with depth, atmosphere and intent. Working by hand, play, and experimentation to help businesses feel more rooted, more memorable, and more themselves.

Alphasights

Fellstate is a brand identity and creative direction studio. We work with founder-led brands across food, drink, hospitality, outdoor, culture and lifestyle; businesses shaped by place, story, craft and symbolism.

Our work is quiet but distinctive. Strategic but human. Built to give brands a visual world they can grow into; from identity systems and art direction to packaging, digital presence and websites. We believe a strong identity should do more than look good. It should carry meaning, create recognition and give people a world they want to enter.

From first impression to lasting impact.

Three disciplines. One team. A shared view of the bigger picture.

Design

Make yourself impossible to overlook.

Distinctive brands and digital experiences, shaped around the people who matter to your business.

Brand direction
Website design
User experience

Build

A solid foundation for what comes next.

Considered development that brings the design to life. Fast, intuitive websites your team can confidently make their own.

Webflow
Custom development
Sanity CMS

Grow

Find the friction. Unlock the potential.

Customer insight, conversion research and focused experimentation. A clearer picture of what works, and what to do next.

CRO audits
Conversion research
Experimentation
Analysis & reporting

A growing collection of real and self-initiated identity studies; exploring brands shaped by landscape, ritual, craft and culture.

Holland Hypnotherapy

Frame Workspace

Studio Neue HQ

Broniewska Residence

A clear and collaborative approach; from early instinct to a complete identity system.

Meeting

Every project begins with a conversation. We take time to understand what you are building, where it has come from and what it needs to become. This is where we discuss ambition, audience, timing, budget and whether the fit feels right.

Discovery

We gather the roots of the brand; its story, setting, references, symbols, competitors and commercial context. This phase gives the project its direction and makes sure the work is built from something real, not surface-level style.

Concept & Direction

The brand begins to take shape. We explore visual territories, tone, typography, colour, symbolism and atmosphere. The aim is to find a direction that feels distinctive, meaningful and commercially useful.

Identity Development

The chosen direction becomes a working identity system. We refine the logo, marks, type, colour, art direction and key applications; building a flexible visual language that can live across print, packaging, digital and physical touchpoints.

Handover & Guidance

Final assets are prepared with clear guidance for use. You leave with a considered identity system, practical files and the confidence to carry the brand forward with consistency and intent.

“Reuben was diligent, responsive, collaborative and technically excellent. He understood and even expanded on the brief, and has really helped us take the next step in our evolution as the SQR brand and company. His design skills and technical skills were both strong - which is rare. Thank you Reuben!”

Isabella

Chief Marketing Officer, SQR

Have a project in mind? Let’s shape it together.