A Handmade Brand for Handmade Goods
My first freelance project was for a client who wanted to open an Etsy shop selling candles, ceramics, and other goodies. She reached out to me to create a corporate identity from scratch. After discussing her vision, business strategy, and the name “malu luci,” she gave me creative freedom to develop her brand.
I aimed to design a simple, fresh, and contemporary logo that appealed to both young and mature audiences, with a fun, colorful, and friendly vibe. I conducted research on her target audience, market trends, and competitors, and together we defined her brand’s character. We also developed a tagline and marketing language to keep her brand memorable across various materials.
A bold, versatile color palette and typography were created to align with her brand’s identity. A secondary logo was developed for use on products when the primary logo was already visible. Additionally, a third, adaptable logo version was designed for networking and collaborations, allowing Luisa to emphasize her personal brand while keeping the business in the background.
I supported her marketing with budget-friendly materials like stickers, postcards, and matchboxes, which can be used to showcase her products or as merchandise giveaways when preparing her order boxes.
The client plans to create an Instagram account, so I designed a sample post to provide inspiration for her social media branding. Additionally, I created two Etsy banner variations, with plans for seasonal and limited-edition updates as her shop evolves.
To reflect her handmade, artisanal products, I designed organic shapes inspired by candles and ceramics, which were derived from the letters of her logo and incorporated into branding patterns for packaging and custom gift wrap.
I look forward to continuing to work closely with Luisa to refine and expand her brand as her business grows.
