I worked on the creation of a high-end women's fashion brand called Blur which collaborates with farmers based in India to obtain their materials in an ethical and sustainable manner. It was a passion project of mine that I found great joy in seeing through all the steps, starting from conceptualization to branding and visual identity, to making products and all the promotional assets.

Problem: Blur, an eco-friendly fashion company, struggling to stand out among its competitors in the industry.

Solution: To address this problem, I conducted research on the target demographic and the lifestyle they value. With this insight, I created a unique visual style for Blur that is both desirable and easily distinguishable. This not only differentiates Blur from other companies in the industry, but also gives customers an extra sense of "status" when they shop at Blur.

Additionally, I made sure to clearly communicate the eco-friendly/sustainable aspect of the brand in the visual style, to appeal to conscious consumers.Overall, by creating a unique and desirable visual style that aligns with the values of the target audience and effectively communicates the eco-friendly aspect of the brand, Blur can differentiate itself from competitors and attract more customers, ultimately driving sales and growth for the company.

To kick off every project, I conduct a thorough research study to gain a deep understanding of the brand's mission, competitors, target audience, goals, and design solutions. This helps me to get a clear picture of the company and its objectives.

Understanding the target audience is a crucial aspect of creating an effective brand identity. Once I decided what the gender, age, interests and problems were for the targeted audience I then move on to creating preliminary sketches for the logo and other supporting designs, such as patterns and icons. Once I have the dieline dimensions, I design the packaging boxes to align with the brand's overall aesthetic.

Completed all deliverables such as logo design, patterns, icons, web design, commercial promo video, packaging box design, shopping bag design, care & content clothing labels and social media posts and stories.

I am extremely satisfied with the outcome of this project. In hindsight, I believe that dedicating more attention towards creating more social media posts and content would have greatly enhanced the visibility of the brand.