Brand Color Palette

I started by curating images. A mood board is one of the most important project steps because it creates a standard for reference. Here is the mood board that I created to guide the Casita Del Sol brand concept:

Designing the Logo and Word Mark

I wanted to capture the movement of the sun’s rays in the logo. I experimented by sketching with a calligraphy brush pen I made in Procreate. The brush pen was pressure sensitive so it was really easy to capture the movement of the curves in the font.

I experimented with a lot of different versions. This was tricky because I I didn’t want the “S” to be too sharp. I also wanted to add curved lines to the word, but I didn’t want the word to feel crossed out.

For the secondary logo, I sketched a woman resting in a hammock to emphasize the brand’s value of tranquility. I used this illustration for the secondary logo and brand icon.

I wanted the secondary logo and icons to correspond with the natural and organic themes of the brand and feel unique.

The Final Brand Board