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.
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.
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.