We began by creating her brand. Sophie didn’t have an existing online identity, so we were able to start with a clean slate. It was clear that she would be going into the higher end of the market, and so the identity needed to get that across, whilst also being quite personal.
We didn’t want the logo to be too ‘fancy’ – a lot of higher end designs tends to be minimal – but we did want to make sure that the brand had character as well. We ended up developing not just a logo, but also a complementing pattern that could be combined with the logo for a stronger impact.
We used humanist sans serif typography to get the more personal feel over, but we deliberately chose one that had strong geometric leanings which are more associated with straight, high-end brands.
In terms of the pattern, we knew that Sophie had a love of geometry and art deco, so we developed some deco patterns with a modern twist and combined them into bands that draw the eye.
Due to the amount of different applications for the new logo and pattern, we developed three separate versions: her main one, another for use in smaller spaces, and one on a black, diamond background which would allow her to gain a higher level of impact in environments such as retail shelves.