When a brand has transparent and understandable values, then a minimalist design is perfect. This case is not the exception to the rule.

We were approached by a brand from China that produces and sells eco-friendly women's purses.

There are two directions in the brand that need to be reflected in the identity.

Verdoe is environmentally friendly and cares about nature. Brand promotes the ideas of recycling and reasonable consumption. But in addition, it produces tiny purse that is an accessory, not roomy large bag.

Verdoe positions itself as a fashionable eco-friendly brand that cares about the environment. Therefore, the identity should be discreetly luxurious, minimalistic with a slight emphasis on environmental friendliness.

The deliverables include:

1. Logotype package (basic logo + logomark).

2. Typography: (typography for the wordmark, headline font, and a body copy font).

3. Colour palette: primary colors, secondary colors, accent colors.

4. Visual Identity guidelines.

5. Physical brand assets: packaging, dust bag, tag/card, mailer, business card, etc.

The logo was designed based on Julius Sans, the font made by Luciano Vergara, typeface designer from Chile. Logotype contains simple geometric lines and shapes. The elegance and simplicity of the logo chord with the idea of the ethically made women's handbags. The logo mark also contains a metaphor: the intersections of the letters resemble a sprout.

We decided to use calm, muted colors for the project: light gray, graphite and thyme green. It simultaneously looks calm, expensive and environmentally friendly. This is exactly what we were looking for.

As a result, we got a visual solution that reflects the brand values and is great for positioning in the market. The identity looks fresh and at the same time inspires confidence in the target audience.

Thanks for your attention!

For more details about this project go to:

https://www.behance.net/gallery/121207921/Brand-guidelines-for-purse-brand-Verdoe