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Manuel Sanchez is a New York-based brand identity designer creating thoughtful visual systems for contemporary brands. His work spans typography, color, packaging, and digital expression across cohesive brand experiences.
CONTACT
manuel@asilosmagdalena.com
@asilosmagdalenaa
Oh Norman is an eco-conscious lifestyle brand for dogs founded by actress Kaley Cuoco and inspired by her beloved rescue dog Norman. Built around ethically sourced products and a mission-driven approach to animal welfare, the brand channels warmth, optimism, and emotional connection into everyday pet care experiences. A portion of each purchase supports rescue initiatives, reinforcing the brand’s commitment to advocacy and community impact.
The identity was shaped around a friendly and down-to-earth tone of voice that speaks as much to devoted pet owners as it does to their animals. Rooted in playfulness, warmth, and sincerity, the brand sought to balance emotional storytelling with contemporary retail clarity. The visual language drew inspiration from Norman himself, translating themes of companionship, memory, and rescue into a geometric yet approachable design system.
I joined the project during the early identity exploration phase, contributing to visual mood directions and collaborative logo development alongside the design director and senior design team. My contributions included designing the geometric wordmark and establishing typographic directions that were later selected as a foundation for the final identity. I also developed early color palette explorations centered on themes of love, rescue, and emotional warmth, working primarily with tonal reds and soft neutral hues. As the project evolved, additional palette directions introduced brighter accents and energetic warmth. These approaches were ultimately synthesized into a unified color system that balanced playfulness with emotional depth.
As the identity progressed, I designed mascot body illustrations that helped humanize the brand and support storytelling across touchpoints. While the initial product launch packaging was developed by the senior team, I was later brought back to extend packaging concepts and visual applications as the brand expanded. The resulting system positioned Oh Norman as a contemporary, purpose-led pet lifestyle brand that merges advocacy, warmth, and accessible retail design.
Brand Identity
Wordmark Design
Packaging Design
Mascot Development
Retail Branding
ROLE
Moodboard & Visual Direction Exploration
Collaborative Logo Development
Wordmark Design & Refinement
Typography Direction Contribution
Color Palette Development Contribution
Mascot Body Illustration
Packaging Concept Development
Brand Application Support
TEAM
Creative Director: Kapono Chung
Design Director: Nadia Lung
Design: Manny Sanchez, Monish Khara
Copyrighter: Noelle De La Paz
Client Services: Payton LittleJohn