Flora Women’s Outfitters.

Identity & Branding Concept.

This conceptual project involved creating a comprehensive identity and branding design for an Outfitters Retail Store catering to women seeking outdoor garments and equipment. The goal was to develop a visual identity that resonated with the target market while effectively communicating the brand’s personality and values.

The primary visual element of the brand identity is a bold sans-serif font, chosen for its modern and versatile aesthetic. The navy blue colour was selected to convey strength and reliability, reflecting the durability of outdoor gear. Complementing this, the bright pink Letter O with a smaller pink dot underneath adds a playful and feminine touch, creating a striking contrast against the navy blue backdrop.

The resulting logo is both strong and playful, capturing the essence of the brand’s personality. It conveys a sense of femininity and athleticism, appealing to the target audience of women aged 18 to 32 who are passionate about outdoor activities.

In addition to the logo, the brand persona was carefully crafted to reflect the desired attributes and characteristics. The brand persona encompasses traits such as sporty, adventurous, outdoorsy, outgoing, spontaneous, and friendly, aligning with the interests and lifestyles of the target market.

Throughout the project, all brand elements were designed to support and reinforce the brand’s identity. These included typography, colour palette, imagery style, and graphic elements.

The brand identity and supporting elements effectively communicate the brand’s unique personality and values, setting it apart in the competitive retail landscape and establishing a strong connection with its target audience.