Jules Gardens

From the first initial conversations, I managed to narrow down the client's preferable style. He wanted a combination of a modern badge style logo with a handwritten font included. In contrast, the client also requested to incorporate a retro theme into the design, a unique look considering the industry his brand was positioned in, but this was a way to translate his own "quirky" personality onto his visuals.

I began the design journey by fleshing out some early concepts to get a feel of the direction I would be heading in, before adding a retro, neon colour wave and tightening up the designs to develop the ideas further.

During the initial design rounds, there was one particular design element that stood out in the mind of the client, the jewel/flower icon. I decided to include a diamond shape as a play on words to the "Jules" brand name. I then extended this further by adding a stem and leaves to create a flower style icon, tying the name to the brand industry.

In the eyes of the client, this was the perfect expression of his brand, and we decided that it had to feature in the final design.

After selecting a concept to move forward with and some final revisionary rounds and tweaks, we landed on our final design. We had to be careful with medium-specific elements, the high contrast colours, for example, that would look different on digital screens than it would do on real-life applications due to CMYK - RGB formatting.

We also had to consider that the final design features overlapping elements, with the brand text sitting on top of an icon with an opacity change applied to it. To counteract these issues, I designed variations of the logo design, to be used in specific situations.