Brand identity framework & strategy for an upcoming athleisure handbag line.

Challenge:

The term ‘Athleisure’ is on the rise. Big brands are catching on and are expanding their products. How to authentically communicate to customers that Sol and Selene’s products are directly inspired by their active lifestyle?

Agency: Freelance

Role: Logo, brand identity, copywriter, marketing manager, online store

View website: www.solandselene.com

Year: 2015-2018

Project Overview:

Sol and Selene designs multi-functional bags and accessories to support active lifestyles. In 2015, I was asked to create their logo and a brand identity system that could work across various print mediums, online applications and most importantly - look great on their products.

Shortly after, I joined the team as a marketing manager to oversee brand consistency, marketing collateral, trade shows and a smooth online store experience.

Result:

By building a solid branding foundation, the founders of the company were happy I delivered a system that could easily be carried through for years to come. Sol and Selene continues to flourish with rising social media followers, a robust brand ambassador program and became a brand that successfully adapts to our ever-changing environment and lifestyle.

The logo:

For the logo, I started with multiple rounds of rough sketches and brought to screen the most compelling ones. I could see the final logo coming together with basic geometric shapes that subtly depicts movement. It was exciting to design a logo inspired by the product - both being functional and flexible.

We tested out several variations of the logo on how it would look like on the bags/ accessories and agreed the embossed stacked version worked best.

↓

The pattern:

I was particularly excited about the pattern I came up with after we finalized the logo. The customized letters A, N, D became a starting point to implement our custom pattern on accessories such as the mask above and laundry bags below.