Canyon Lock - Brand Identity Design

Brand Designer

Graphic Designer

Brand Strategist

Adobe Illustrator

Adobe Photoshop

Wix

✨ The Brand:

"The brand is a lingerie business providing women with underwear that is equal parts sexy and comfortable." As an inclusive and modern brand that focuses on functional, comfortable and not just flattering but sexy underwear it needed a no-frills attached brand with clean and clear messaging.

🔍 The Design:

After discussing the brand with my client we decided that a black, white colour palette was the way to go here. We wanted a sharp, sophisticated sexiness to come across with the branding to not only represent the product itself but also the women who purchase it.

We undertook some customer research and looked at a handful of customer personas:

Working women between the ages of 22-50

Women with and without children as well as pregnant women

Married and single women

We also considered a variety of hobbies, interests and jobs

The findings led us to design the brand focused around lots of white space, really easy and clear website navigation, interface and communication to provide the busy modern woman with a stress-free shopping experience. We chose a clean sans-serif font for maximum legibility without sacrificing that elegant and sophisticated touch and developed a clear tone of voice that only says what needs to be said.