EVER – Forever in Bloom

EVER didn’t start with a logo or a moodboard.

It started with a feeling.

I had these surreal images stuck in my head:

rolling green hills, rivers of pink wildflowers, a single giant tree exploding with blossoms on top of a hill. Super calm. A little dreamy. The kind of place you wish you could escape to for a weekend.

The thought was:

That became the seed for EVER.

There’s a lot of streetwear out there already:

loud logos, edgy graphics, angry energy.

I wanted the opposite.

Softer, calmer, slower

More like a deep breath than a shout

Clothes that feel like a meadow, not a mosh pit

So the challenge was pretty simple to say, but tricky to execute:

I landed on one word: EVER.

Why?

It’s short. Easy to print, easy to remember.

It feels open: ever-growing, ever-soft, ever-blooming.

It pairs perfectly with the core idea of the brand:

That line ties everything together:

“Forever” → EVER

“In bloom” → all the hills, flowers, trees, and soft skies

From there, little phrases started to show up naturally:

“Wear the calm.”

“Soft worlds, everyday wear.”

“Ever in bloom.”

Instead of starting with a heavy logo system, I built a world first.

Colors came straight out of the landscapes:

Sky blue

Meadow green

Blossom pink

Soft cream

A tiny accent of warm orange

All of it is gentle, pastel, and easy on the eyes.

Nothing neon. Nothing aggressive.

A simple, rounded sans-serif wordmark: EVER

Optional tiny symbol: a little rounded hill with three flower dots

The point: the logo whispers so the art can do the talking.

Once the world felt solid, I started translating it into merch.

The “poster on your back” piece.

Front: small EVER logo on the left chest

Back: a big dreamy illustration of a massive flowering tree on a hill, with a tiny person for scale

Tagline under it: “Forever in bloom.”

It literally puts the world of EVER on someone’s back.

The “I live in this” hoodie.

Color: soft meadow green

Front: tiny embroidered EVER mark

Sleeves: winding paths of pink wildflowers traveling up the arms

Back: subtle tone-on-tone hill shapes

It feels like you’re wearing the landscape without screaming about it.

The simplest expression of the brand.

Pastel green dad cap

Front: the hill + flowers icon with EVER

Back: small EVER wordmark above the strap

If you know the brand, you get it. If you don’t, it still looks clean.

Your “carry the calm” bag.

Natural cotton

Illustration of someone walking through a flower field toward the giant tree

Small EVER logo + “Forever in bloom.”

Feels like a little story on fabric.

Because the world itself deserved to exist as art.

Vertical posters of the rolling flower hills

And the giant bloom tree scene

These double as wall art and a visual backbone for social, web, and campaign imagery.

The website needed to feel like a slow scroll through the world of EVER, not a chaotic shop.

A big lifestyle shot: someone walking through a field in EVER

Headline: “EVER – Forever in Bloom”

Subhead: Soft, surreal landscapes turned into everyday pieces.

Button: Shop the Drop

EVER (home)

Shop

New Drop

World of EVER (story + lookbook)

About

Cart icon

Below that, the page flows through:

A quick collection preview (tees, hoodies, caps, totes, prints)

A short brand story section: “Soft worlds you can wear”

A strip of lifestyle images: models in motion in fields

A simple list of values: soft fabrics, gentle colors, small drops

An email sign-up: “Stay in bloom”

To visualize everything fast, I used AI tools (Midjourney, Gemini) like a supercharged moodboard engine.

Direction was always the same:

Real people, real movement

Outdoors, in fields and meadows

Clothes as part of the landscape, not fighting it

No loud city backdrops, no studio chaos

Flyer designs were dropped into:

Hands

Café tables

Outdoor walls

Stacks of print

Always with one rule: don’t change the design, just place it in the real world.

Right now, EVER is a fully formed brand:

A clear visual universe

A simple, strong name

A tagline that carries the whole story

A set of pieces that feel like they belong together

Next logical steps:

Turn mockups into real samples

Shoot a small lookbook in real fields

Launch a tight, focused first drop: tee, hoodie, cap, tote

Keep expanding the “World of EVER” with new scenes and pieces