Embroidery materials on a white table, including fabric, thread, buttons, scissors, and a tag, with a window in the background.

Freelance Branding

Lead designer; art direction and branding identity

Heidi & Hazel is an up-coming start-up boutique, custom clothing and apparel brand with a target audience of mothers and their daughters. Named after the creator’s grandmother and daughter, I was employed to create a logo and brand identity that had a feminine and playful, yet homely feel to it.

The client’s grandmother was a proficient seamstress and the client wanted this to be reflected in the design. Taking inspiration from this, and the fabrics the client used in their dresses, a logo was designed was reminiscent of stitching patterns, with a spotted fabric texture.

Illustration of a sine wave with labeled axes.
A colorful, abstract illustration featuring various overlapping shapes, lines, and patterns in multiple bright colors.

The colour palette was an important element of the logo and branding identity of Heidi & Hazel.

A strict monochromatic primary and secondary colour palette was chosen for the logo, with a wide range complementary highlight colours chosen for the spot pattern. This was to give freedom to the client, who wanted the option to use the logo and pattern for future, more in-depth design elements, e.g. lettering heads and website design.

Color palette with four circles labeled Mauve Mist, Moonlight Mauve, Mintjulip, and Onyx, each showing CMYK, RGB, and Hex color codes.
Repeated pattern of the words 'Heidi Hazel' with a circle around the letter 'H', in pink, purple, and light blue backgrounds.

Logo

I designed the logo to be reminiscent of stitching patterns,
with a spotted fabric texture.

Colorful birthday celebration graphic with the word "HELLO" and various multicolored dots and dashed lines on a black background.

The logos exclusion zone
is 15% of the total logo.
Equal to the width of H
(marked as x in
the diagram).

Design for Heidi Hazel branding with a circular logo featuring colorful dots and pastel purple text, and a pink banner with the name.
A wooden stamp with a black rubber bottom resting on a white paper sheet with a colorful dotted circle and the text 'HEIDI HAZEL' inside it, placed on a pink surface.
A white shopping bag with pink handles on a pink background. The bag features a colorful logo that says 'HEIDI HAZEL' inside a dotted circle with multicolored dots.
A round white tag with multicolored dots and pink dashed border, attached with a twisted brown string to the edge of the image on a pink background. The tag has the words "HELLO HAZEL" written in light purple text.
Four colorful dresses with different vibrant patterns hanging on a rack.
Design concepts for the Heidi & Hazel brand logo, featuring pastel-colored floral and botanical illustrations, circular and square logo ideas, with the brand name in pink and light blue.
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