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Case - Jarretelle

Brand identity case with logo, colors, branding and label determination

Made with:

  • Photoshop
Header image of the Jarretelle case

Discovery

A brand determination for a small start-up company for a friend of mine. She wanted to start an Instagram business of selling scrunchies and other accessories and needed an identity. Her main target group is young self-conscious women. The most important values of her brand are: honest, unique and handmade.

Example of the design of the Jarretelle case

Brand identity case with logo, colors, branding and label determination

Example of the design of the Jarretelle case

Brand identity case with logo, colors, branding and label determination

Exploration

I started the brand determination off with a good-old Pinterest session. I asked Jara to "pin" everything she likes: from colors to inspirational photos, quotes and moods. From this board, I worked further with the naming of her brand: "Jarretelle". A jarretelle is a small piece of lingerie. The name comes from her nickname "jarre". I decided to keep the link and make the visual logo mainly around this.

Full view example of the design of the Jarretelle case

Brand identity case with logo, colors, branding and label determination

Design

The main part of the design time went to the color combinations. I primarily started with font determination. I wanted to use a modern Serif font that came in a variable form. This mainly because of scalability and usability. Next up was the visual logo - as said before this is inspired upon a piece of a jarretelle. I drew out some different versions and became most content with this.

The color combination was a harder decision: I wanted to experiment with various textures and forms. I tried several brushes and finally came up with a 3 layered version of pastel colors that Jara preferred.

Mockup example of the design of the Jarretelle case

Brand identity case with logo, colors, branding and label determination

Example of the design of the Jarretelle case

Brand identity case with logo, colors, branding and label determination

Example of the design of the Jarretelle case

Brand identity case with logo, colors, branding and label determination