I really enjoyed designing the Amelie brand concept. This concept is intended for a fashion designer, and I wanted to create a brand that would capture the vibrant colors so prevalent in the fashion industry.

The Style Direction

First, I created a mood board to capture the personality of the brand and experiment with color. I wanted to create a minimal palette that could support bright runway colors as well as daily scenes.

Floral Sketches

For the Amelie Rose brand concept, I decided to create three hand-drawn floral numbers that could be used on a website to add a subtle personal touch. I decided not to fill in the roses because the sketches are designed to capture the aesthetic of the fashion sketches in the mood board (the bottom left photo).

Creating the Logo

Next, I drew the logo in Procreate with a custom calligraphy pen and vectorized it in Illustrator. I wanted a loose style that could easily be paired with a tag line. I also wanted a soft look that would work with the rose sketches.

After I finished the logo, I created a very minimal color palette that would add warmth but leave room for experimentation with bold accents.

The Final Board