New Brand for Wander and Soul
Georgie was left forever changed by her travels to Europe and it's reflected in the kind of brand she wanted to portray for her newly formed business. She's clearly far more organised than me because she designs and creates Planner inserts and Study tools for her Etsy store. Inspired by exotic lands, vintage maps, fascinating textures and a passion for travel, I am proud to present the new brand identity for Wander and Soul.
As always, Georgie's first step was to complete her client homework and develop a mood board. They say a picture paints a thousand words and I know it's cliche but I believe it to be completely true. Apparently I wasn't the first designer Georgie had contacted about designing a logo for her business, but she was still searching for someone who would 'get her' and the vibe she wanted. By having Georgie develop a mood board on Pinterest she was able to show me in a way words just can't explain, the 'feel' she wanted for her business.
As she started adding beautiful vintage maps, hand drawn notes and vintage luggage sets, I began to get very excited about the direction of the brand. I consolidated the images she had selected and after chatting to her more to clarify things, I developed this moodboard to draw inspiration for her brand.
As you can see, the travel theme is pretty strong! The colours are rustic and natural and nothing 'pretty' about them, which is great because Georgie was pretty clear on "No Pinks or Purples!" Which is okay - I'm not much of a girly girl either!
As I started to develop logo ideas, I wanted to portray the sense of travel that was so inspiring to Georgie, without making it look like a travel agency. My initial logo prototypes were deliberately simple, taking my own inspiration from postage and passport stamp designs.
I have to say Georgie was easy to please - she was immediately sold on design # 4 for her main logo. There is a certain amount of whimsy to this logo design and I think it perfectly suits the name of the brand. The meandering lines of the word Soul represent wandering and exploration and the arrow also represents direction and gives a sense of travelling somewhere. It was important to have a logo that could be used in a monochromatic colour scheme as Georgie and I had discussed stamping her logo on packaging etc. Plus, I love a versatile logo!
With the main logo sorted, I moved onto a secondary logo design. The point of a secondary logo design is to give you an alternative option when space is an issue. Because Wander and Soul's main logo is more horizontal in style, it will have to be sized down a fair bit to fit into something like Instagram's profile badge. And if you can't see the details of the logo, it can lose the effectiveness.
Georgie needed business cards and a second business card design that could be used as a simple product tag for her inserts and the other products she plans to launch in the future.
Despite Georgie's love of maps (it's kinda bordering on obsession) using a map in the logo design didn't seem practical. Instead I envisioned the main logo being used on a map background and that's exactly the design I worked on for Georgie for her business cards. The street map has a rough hand drawn feel and is a design Georgie can use elsewhere in her future branded marketing.
The product tags were kept deliberately simple. They're going to be easy to use for a bunch of different things!
Next was a sticker design - again deliberately simple with a reminder of where to go to re-order.
And finally, we gave Wander and Soul's Facebook page a brand new look with a new cover image and profile picture. Kinda went to town with this one - it has basically everything on the original Pinterest mood board - vintage luggage, beautiful oceanic scenery, maps, watercolour textures...and a girl in jeans because Georgie said "I'm a jeans girl and wanted to reflect that!" I love this Facebook cover - I think it's easily my favourite one to date. You can see more over on her page: www.facebook.com/wanderandsoul.
I've been eager to show off this new brand for a while, but we were keeping it under wraps so Georgie could do a big relaunch of her brand. Georgie's excitement and passion for her brand is so apparent and it has been an absolute joy to help bring her ideas to life. You should definitely check out all Wander and Soul has to offer on Etsy, Instagram and her blog!
What do you think of the new brand and identity for Wander and Soul? Which aspect of the new brand is your favourite?