RUBY BRANDING PACKAGE

The project

Joanna at Caravan Folk is an ecommerce marketing coach who works with sustainable fashion brands who came to me for a new logo and full branding experience.

After a few years of creating her logo and graphics on Canva, her business evolved and she no longer felt her DIY look represented her brand story  

She had a very clear vision of the look she wanted: A sophisticated ‘70s aesthetic in bold colours that would resonate with her sustainable fashion clients.

Design ideas

Joanna was very detailed in the brand questionnaire and was clear about what she didn’t want, as well as what she did.

This allowed me to get right to the heart of the vibe she was looking for and I began working on the first stage of the design process. 

After presenting two moodboards, Joanna fell head-over-heels for one of them, clearly showing me which direction she wanted to go in. With more insight and feedback, I got to work developing her beautiful new branding.

The difference is in the detail

Flower motifs featured heavily in the ‘70s so I took this idea and incorporated it into Caravan Folk’s branding. 

I chose typography with a distinctly ‘70s look that has a curvaceous and fluid form to allow the flower icon to sit within the letterform in place of the ‘o’, and join the ‘r’ and ‘l’ to  symbolise connection within the sustainable fashion community. 

Joanna was keen to use a rich, earthy colour palette featuring orange, a colour popular in ‘70s design that would further nod to the look and feel she wanted to embody. 

Nestled amongst an array of busy and bold brands in the ecommerce marketing space, her new branding is contemporary and classic with a retro aesthetic.

The outcome

As part of the full branding experience, Joanna received her brand guideline document, logo, typefaces, social media icons, patterns and other brand materials ready for web and print. 

The design assets were added to her Canva brand kit making it easy to create graphics for use across all her digital spaces with the polished look of professional branding. 

By collaborating with Joanna, I helped position Caravan Folk as a specialist in ecommerce marketing for sustainable fashion brands and present herself in a way that feels authentic to where her business has evolved to today.

Joanna says

‘I’m so in love with my new branding, Maria! It was such a delight working with you and the process was easier than I had expected. You really understood what I wanted, interpreted my ideas and brought it all together beautifully in my colourful new branding that really captures who I am and what I stand for!’

-Joanna, Caravan Folk