[W.S REBRAND] w.s research + brainstorming + initial ideas

Have started the rebranding brief for my friend's online business. White.studio is an online accessories store which is mainly active on Instagram. I realised that the identity of the shop is rather loose and do not has a strong aesthetic. Therefore, I have decided to strengthen the brand's identity. I texted Jenna, the shop owner and asked for some information of the direction she wants her shop to go for. She want a simple and clean with a touch of minimalism in her brand image.

 

I brainstormed some ideas about the brand's identity. In the beginning, as white.studio is using a serif and cursive font as their main typography, I thought that using a serif font would best fit the brand's vibe of elegance and gracefulness. I looked at different serif fonts from adobe.font and selected two serif fonts and one cursive font to develop on.  

However, the fonts did not look like something I wanted. I then looked at their products for more inspiration. I found out that the shape and structure of their products are mainly formed by straight lines, curves, and circles. Some of them are dangling with beats hanging. I thought these shape would better be presented in a serif font with clean and sharp edges. Therefore, I went to the sans serif section and chose 4 different ones. 

Typography 

Part from the typography, I also tried making a grid using a shape that I made with one straight and a circle in the centre. The grid turned out to look like a pattern which could be applied to the branding too. As many high end brands like Burberry, LV, channel has their own iconic set of patterns that could be applicable on all off their products as the signature of their brand. I will further develop the pattern after choosing the best typography to go for. 

Pattern