May Rose

May Rose

After she began selling her homemade creations through an independent retailer, May Rose founder Stefanie wanted to achieve a more professional finish for her products using her own branding and point-of-sale print designs.

She handcrafts soft furnishings and textile accessories in bold botanical prints, which I felt was the obvious natural starting point for developing her brand palette and overall business identity.

The chalky French grey-blue, inspired by some of her fabrics, is a tranquil, timeless hue that won’t age, making it the perfect choice for interiors. It brings a hint of protective warmth and femininity to the greys and ivory I chose for their neutrality against different coloured textiles.

With the custom floral illustrations – lily of the valley for May and a rose for the second part of the brand name – my goal was to find that sweet spot between completely abstract and hyperreal without venturing into cartoon territory. The resulting line drawings not only create a perfect backdrop for the bold typography, but also work well as a standalone logo mark and brand pattern.

We wanted to emphasise the locally handmade aspect of May Rose’s products, and reflect Stefanie’s sustainable ethos in her print collateral. So, her business cards are printed in vegan ink on stock made from recycled coffee cups. And, keeping with the botanical theme, her point-of-sale swing tags are printed on seeded handmade paper so that customers can plant them to grow wildflowers after purchase, rather than throwing them away.

Work

Brand identity, brand messaging, custom illustration, print design.

Space

Home & lifestyle

Mood

Natural, timeless, quality.

Effortless Foodie

Effortless Foodie

Beth is a family-focused food blogger who was ready to take her rapidly growing website to the next level with a professional logo and strategic visual identity.

A big part of Effortless Foodie‘s brand essence is playfulness, which the new visual identity needed to express without looking too childlike.

Taking chalkboard meal planners, shopping lists and handwritten recipes passed down the generations as our inspiration, we used an effortless brush font with energy and movement, which reflects both the busyness of family life and Beth’s quick and easy recipes.

The custom apron doodle represents the nurturing home cook, with more playful movement added through its titled elevation and free-flowing ties. Beth loved her little apron favicon so much that she asked for more custom illustrations in the same style to represent each of the recipe categories on her blog.

After a lot of deliberation, we went with two delicious, rich tones for the primary brand colours – both of which conjour up warmth, comfort and flavour. The spiced orange of a good curry (red and orange are known to induce appetite), and a very dark teal akin to winter veg. Lighter tints of these core colours are used to highlight website sections and add depth to the illustrations – a pale flesh tone that brings the nurturing human touch, while the very light blue is sunny and uplifting.

Work

Visual identity, brand illustrations

Space

Food & drink

Mood

Playful, effortless, appetising.

After Glow

After Glow

A home-based candle producer, ready to transform their passion into an irresistible brand, with a distinctive visual identity, brand-aligned product concepts and custom packaging designs.

My product concept for a collection of deliciously fragranced soy candles, hand-poured into vintage teacups, led me to a playful and nostalgic Alice in Wonderland theme. The brief included a specific colour palette, which I used to create a French Toile de Jouy style brand pattern for use on packaging and other collateral. And the primary logotype is a whimsical nod to the candle flame.

Work

Visual identity, product conception, packaging design

Space

Gifting & homewares

Mood

Whimsical, curious, nostalgic.

Freewave

Freewave Surf Academy

I have worked with this long-standing client on a number of one-off projects and ongoing content marketing – including SEO blog writing, content design, social media marketing and email campaigns.

Work

Email, copywriting, social media

Space

Health & fitness

Mood

Easy going, exciting, unforgettable.

Beyond

Beyond Fitness & Martial Arts

A martial arts and functional fitness start-up looking to establish a visual brand identity and advertising assets for the launch of their new gym facility.

This client is an experienced martial artist and personal trainer who decided it was time to strike out on his own. Delivering a programme of martial arts classes alongside functional fitness sessions, all from his very own facility in North Cornwall – this is a gym, but not as we know it.

The client had clear ideas about what he liked, which made the development process a joy and means I was able to translate his vision for the brand into tangible assets that were truly ‘him’. The resulting branding is clean and striking, with bold, simple typography, dynamic photography, high-contrast monochrome and zesty chartreuse. A strong visual narrative that tells the story of the brand while helping it stand out in the industry.

Work

Visual identity, photography direction, social media design, print design

Sector

Health & fitness

Mood

Clean, striking, dynamic.

Doris & Dude

Doris & Dude

An existing bamboo sock brand, looking to define their brand voice and articulate the company’s values, story and messaging.

After delving into their brand origins, mission, target audience and product attributes, I worked with the founder to define their customer persona – and a distinctive tone of voice that speaks directly to them.

The resulting brand voice aims to brighten your day as much as the socks do! With an upbeat, friendly and conversational tone, language is kept simple and appealing to all ages. It’s fun-loving, a little bit quirky, and certainly not shy of a pun or two. 

Work

Tone of voice, storytelling, brand messaging

Space

Sustainable fashion

Mood

Bright, fun-loving, family-friendly.