Eden’s Wardrobe
Project Description
I was hired to create the visual identity for Eden's Wardrobe, a new and evolving clothing company, by creating a logo and style guide from scratch. During my time working with Alexandra, the owner of the business, the company's goals changed several times, but the identity and purpose of the brand did not. She came to me with a strong brand promise and my goal was to design a visual story to accompany that dream. Along with creating a logo and overall visual identity for Eden's Wardrobe, I also helped direct Alexandra in its use on websites and other future projects.
Identity Design, Layout Design, Illustration
❋ Paper Sketches
After listening to Alexandra and hearing her initial concept, I drew out some key iconography from our discussion. She kept refering to making things look "classic" and "natural". The feeling was meant to be like a second home that was warm and inviting.
For this, I pulled from the visual styling of Art Nouveau, playing with the theme's of nature, flowing edges, and prominent line art within my sketches.
❋ First Drafts
After the initial sketching, I met with Alexandra and she asked me to continue forward with the coat hanger design. This began the process of testing out different line art and color schemes.
❋ Iterations & Expansions
After many iterations, I moved on to creating a secondary logo (focused primarily on shape over color) as well as testing out more background colors and fonts for the overall look.
At each step in the process, I made sure to check in with Alexandra, letting her make the final decision on all of the designs and allowing for the creation of new ideas if nothing felt quite right.
