Zelatia Brand Development
Zelatia is a textile design brand that hopes to license surface patterns and sell printed products with a goal to embrace creativity and playfulness in everyday adult life. The previous branding for Zelatia focused on promoting the artist as much as the artwork. As Zelatia transitions into the commercial realm, branding that centers the product and its audience proved necessary to compete in a different market. As an emerging surface pattern designer, this brand is a personal passion which I intend to develop into a thriving business.
Zelatia’s branding initially only included a script logo and one instagram campaign, both focused on the artist and process. The brand language needed to shift in order to compete commercially, thus I researched desired competitors, starting with their logos.
Zelatia’s industry references include the likes of Zara, Variety Hour, and Juliet Meeks. Though Variety Hour is the ideal competitor due to its similar market, audience, and tonality, Zelatia hopes to infuse the sophistication of Zara and maintain the creativity of Juliet Meeks in the new logo.
Thus, the new branding takes notes specifically from these brands' logos, all varied in style to match their respective voice — serif communicating sophistication, sans serif alluding to modernity, script hinting at creativity.
Using “Bely” typeface, a humanistic serif, as a base, Zelatia’s new logo contains hints of all logo styles — the thick boxiness of a sans serif, the thick and thin contrast within a serif, and the angular swash-like details of a script. The ‘z’ icon is reserved for tight spaces.
As surface patterns are Zelatia's main exports, such patterns and their motifs are utilized to create an active and playful brand identity. A bright palette of split complimentary colors conveys vitality and unifies the varying brand assets.
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