Milk and Honey Collection

The client of this project had various styles and sources of inspiration in mind – With the main brand identity and logo already established, this brief was to create a bold typographic design to feature on a series of garments. Using these sources of inspiration, I began using these existing examples to ideate similar type designs.

The below example compares some of these stylistic inspirations with an initial concept. While successful and reflective of the brand’s modernity, this was deemed too impersonal, with the client wanting something more directly linked to 'honey'.

Taking this feedback onboard, the direction of this output shifted, becoming more lettering-focussed. Changes in style were expected within this project, with the client highlighting an uncertainty from the beginning and providing multiple contrasting approaches to trial. This fluid text would create something more honey-liked and abstract, in line with the client’s new direction.

A challenge within this project was the use of size – The client intended this design to work both as the primary design on the back of hoodies and t-shirts as well as a smaller element on tracksuit bottoms. This meant that the concept would have to be bold and scalable, able to be impactful and engaging at many sizes.

This concept was stylistically much more in-line with the client’s ambitions for this project. With the previous example being a proof-of-concept, I was then able to work further on the structure of this text. Unlike many other projects, this was more collaborative, with the client feeding back regularly to tweak the design. Being happy with the letters and the organic, natural feeling they conveyed, the client drew the image below to display an alternate layout.

The rounder structure served to group these letters further, turning them into a stamp-like element that would fit better into the varying applications the client intended. The resulting design combined the personality of the client with the fluid, honey-like aesthetic intended for this campaign. It captured the individuality of this up-and-coming brand while adhering to current preferences in fashion and design.

“These are FIRE!!! You killed this! Literally made my sketch come to life! They are perfect.”