This was a very different project for me, but one I highly enjoyed. Sometime last year, I was asked to design a logo for a new luxury swimwear line for the brand-conscious fashionista in the Middle East. It was exciting to work with a business owner who knows her target market so well. She described the kind of woman who wears waterproof makeup at the beach, vacations in Cannes, Maldives, and Bali, and takes selfies for Instagram.
The first thing the client told me when we were picking color palettes was: no blue! 🙂 The overall look we were going for was soft elegance – feminine but not girly, with muted colors and a sophisticated palette. Although the main color was going to be black, we paired it with varying shades of dusty rose and blush. Very muted, soft, and elegant.
The client wanted a handwritten logo that had the feel of a signature, with a rope emblem that has tassels at the end. I did several sketches until we arrived at the final design:
Here is the full brand identity set, with variations:
The main logo is not a font, it’s a custom lettering done by hand. Typography elements in the brand board are for headers and body text on printed collaterals and website use.
Her branding suite also includes custom patterns with the rope motif. They will look great on wrapping papers and tissue liners for her packaging.
Other elements of her suite include a custom-designed tote (for use in her boutiques), and product care cards.