Branding Strategy: Earline & Viola was just starting out, and Geri wanted to execute her dream the right way. To do that, we first met on a consultation call so I could understand her story, her why, and how she wanted her brand to feel. To begin, I crafted an in-depth brand strategy deck that mapped out her brand’s values, mission, personality, tone of voice, and more. I created a thorough blue print of her vision in ways that she hadn’t even fully thought out yet. With a solid strategy and creative direction, we moved to the design phase.

Execution: The logo suite was carefully crafted to reflect the personalities of her grandmothers–who the brand was named after–with contrasting serif and handwritten fonts to reflect Earline’s rigid, no-BS tenacity and Viola’s soft, welcoming heart. I achieved the warmth Geri was looking for by a creating color palette reminiscent of New Orleans. The goal was to be subtle as opposed to the bright golds, purples, and greens that we associate NOLA with. I wanted something intentional and inviting. Finally, the brand was perfectly garnished with hand-drawn illustrations and a striking brand pattern to bring everything together.