Logo Redesign & Brand Refresh

This project was a complete brand evolution, shifting from a generic geometric vector aesthetic to a premium, human-centric identity built on moody purples, watercolor smoke textures, and a custom TW monogram mark.

The original Tori's Web Studio identity leaned on a basic geometric vector style. It worked as a starting point, but didn't communicate the level of design craft or the creative direction the brand was heading toward.

Before landing on the final direction, I explored several concepts, each pushing the brand identity in a different way.

Each direction had something worth keeping, but the final mark needed to feel premium, organic, and unmistakably intentional. That's what led to the TW monogram with the watercolor smoke treatment.

The new Tori Design Co. identity is built around a moody purple palette, watercolor smoke textures, and a custom TW monogram mark. Every element was designed to feel premium, intentional, and human. The shift reflects a move from utility to artistry, from "web studio" to a full-spectrum design practice.

The palette anchors the entire brand system. Deep purples and smoky tones set the mood, while lighter accents keep things readable and balanced. Every color was chosen to reinforce the premium, human-centric feel of the new identity.

Name: Tori's Web Studio → Tori Design Co.

Logo: Generic geometric mark → custom TW monogram

Color palette: Neutral/safe tones → deep, moody purples

Texture: Flat vector → watercolor smoke and organic elements

Positioning: General web work → premium, human-centric design