My Role
Visual Identity
Illustration
Print Design
Tools
Illustrator
Procreate
Indesign
Photoshop
Swaddle is a women-run baby and children's boutique in the heart of Oklahoma City, offering a unique shopping experience with classic, timeless, and high-quality clothing and accessories for little ones. Their mission is to introduce these cherished selections to Oklahoma City Metro families, including heirloom pieces. To better align with their values, Swaddle underwent a rebranding journey.
As an established company, Swaddle had a strong foundation in its overall atmosphere and some aesthetic elements. The collaborative efforts refined the core values and brand drivers: soft, timeless, and cherished. I explored visual directions, including softening color palettes, incorporating the store's wallpaper into the rebranding, infusing vibrant yet elegant colors, and integrating these aspects into a comprehensive rebranding strategy. This extended to creating elements for social media and shaping a unique brand identity for our products.
For the logo, the client sought a seamless transition from the previous design, preserving the owl motif they cherished and staying faithful to the original typeface. With ’swaddle’ in mind, which involves wrapping someone in garments or cloth, and considering the brand’s emphasis on softness, the new logo concept emerged. It portrays a sleeping owl cradled within its wings, symbolizing the ’swaddle’ essence. The welcoming hand element aligns with the brand’s identity as a children’s boutique. To enhance sophistication, I opted for the ’Cormorant’ serif typeface. The client also wanted a simple mark, isolating the ’S’ from the logo, transformed into a versatile wax seal that can adapt to specific brand colors, ensuring practicality.
After establishing the rebrand, we needed various elements for social media and in-store materials like tags, stickers, gift tags, guest cards for gifts, thank you cards, and a branded onesie. To incorporate the featured wallpaper designed, we employed an illustrated style that harmonized with the logo. This style extended to additional illustrations enhancing the brand's identity, by integrating these elements with the logo, typography, and the brand's color palette, I ensured each item's creation without a mere copy-and-paste approach, maintaining a diverse and unique aesthetic aligned with the client's vision.
