Zelatia
Brand Identity & Surface Design
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.
Starting Point
Zelatia’s initial brand elements were limited to a script logo and disparate Instagram posts.
The loose brand strategy highlighted the artist
and her process at equal priority, establishing Zelatia as an Artist brand rather than a Product or Lifestyle brand.
Industry Research
As Zelatia seeks to create whitespace by sitting at the crux of visual art, fashion, and home decor, research across all three industries was necessary to identify brand mentors and future competitors.
A sophisticated tonality, visual art on garments, and ‘art as king’ were points of difference (POD) that drove focus.
After narrowing down brands that exemplified at least one of the PODs, I looked to their logos for guidance.
Logo Redesign
Humanistic serif typeface “Bely” as the perfect base for Zelatia’s new logo. Its sleek curves and high contrast letterforms already possessed that sophisticated but approachable appearance. However, by softening its points, opening the vowels, and adding brushstroke-like details the logo reassumes a creative spirit and the character of the previous script style.
Motifs
As a surface design studio, it was natural to incorporate motifs from Zelatia’s pattern library. These elements add an artisanal and vibrant impression to the brand identity while simultaneously flexing to celebrate current work. A bright palette of split complimentary colors works in tandem with occasional handwritten text to convey vitality and unify a complex artful system.
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