Branding a small D2C brand
Ailish, a direct to consumer headscarf brand, approached me to create a logo & design system to use across web and physical materials.
The founder's goal was to reference eras where the headscarf would have been more popular, even though its come around again, and to avoid gen z tropes to make it timeless. After a few iterations, I pulled from both art deco & victorian era design styles to create something that would feel vintage, but not in a campy throwback way.
Early Iterations
When I am starting a project like this, I sometimes like to draw and collage all on one page to get an idea out of my brain. Here are 2 concepts that didn't make the cut, but nevertheless I am very proud of. One is in more direct conversation with Victorian era aesthetics (i referenced medicine bottles and print advertising). The other is more loose, and doesn't reference much at all, but I was imagining how fun it would look with hand drawn assets next to classic typography and imagery.
Brand system
With reference to art deco as well as the scarves themselves, I created patterns, a colour pallet, and a core logo that could be applied to any setting.
Logo system & application
I wanted to give the founder the ability to be playful and creative as her business grew. To achieve this I made multiple logo variants and designed frames that could be used on mailers, web, and other materials.
