Lily Living
Making a Brand Unforgettable
overview
Purpose and introduction
I created a brand identity for a handmade home goods business. I had no previous concepts to base my designs off of, as the brand didn't even have a logo. Without a cohesive and solidified look, the business struggled to feel professional.
My client requested a "cozy, warm feel" for the general visual style. I used my design skills to create a visual style that follows the project goal.
process
Brainstorming
I started with a mood board to narrow down what I wanted the brand Lily Living to convey. Dark green was a non-negotiable in this process, as I felt it matched the "lily pad" and natural vibe as requested.
Strategic Decisions
When exploring design ideas for this project, I got a bit overwhelmed. Because there was originally no clear direction or design preferences by the client, there was infinite possibilities. After creating the mood board, I realized what I wanted the brand to convey. I chose typography and colors based on a natural, cozy, professional theme.
Even though the client didn't mention professionalism when referring to the theme, I took initiative to push the design towards it. I made this decision because I knew the company was planning on expanding towards online sales, and so I wanted it to be modern and able to be targeted to a larger audience.
results
Logo and Brand Identity
I created a logo kit with varied formats and colors. Including a flat logo, a round logo, and a symbol logo. After finalizing the logo kit, I completed the brand identity file including typography and color palette with excessive details on styling for the client.
Growth and Insights
This project showed me how much a strong identity matters for any scale of business. I learned how helpful a mood board can be, and to make intentional choices early on.
This was a challenge to create a product from a vague idea with my personal skills in design. Colors, shapes, and typography shape the feeling of a brand.