Clay Rebranding
This rebrand project focuses on Clay, a high-end childrens boutique founded in Atlanta. I chose this company because it has a lot of potential in the rapidly growing childrenswear market. However, their visual identity doesn’t show what the company is about, and is trying to push a “luxury” aesthetic that can have the opposite effect. I created a design story that doesn’t say luxury with words, but through quality, experience and branding. I aimed for the branding to be quirky and fun with a classic overlay
In the sketching process, I explored a few different directions to take the logo. Initially, my sketches were too playful, more for a toy store than a luxury boutique. The more I sketched the more I leaned towards a cleaner, more classic approach.
