As lead designer, I gave the company a specific color palette and fonts as a basis for marketing; these colors and fonts informed the packaging design for their subscription box, as well as their online platform. From there, I worked with the team to develop their brand voice and visual identity by directing a product photoshoot.
Afterwards, I also redesigned their website. Please check out my process here!
About the Brand
G+Co. Apparel is an online boutique shop specializing in men’s suiting accessories, with most of its sales coming from the northeastern & midwestern U.S. As the brand diversified its reach and developed a core audience, G+Co. needed a brand redesign to reflect their audience and how they view themselves.
Fonts & Colors
G+Co. Apparel’s target audience is young, trendy professionals, typically those who work in a corporate environment. Their work environment calls for a specific dress code, so they want ways to step out of the norm and express their individuality.
Futura has a classic, yet contemporary appeal suited to G+Co. Apparel; Bitter Bold works well as a subheader pairing. As for colors, G+Co. Blue & Navy are corporate mainstays with some personality to them. Orange, being the color of creativity, acts as an accent color that adds a little flair. The warm grey rounds it all out as a neutral that pulls the look together.
Logo Treatment
I did not create the G+Co. Logo, but it was important to set parameters for how it was used. Determining the acceptable color usage, minimum sizes, and white space around the logo were my focal points.
The logo will be one color, typically black or white.
The logo should be at least 20% of the width in distance away from any other element. For example, if the logo is 500 pixels wide, the logo should be at least 100 pixels from any other object in any direction.
Logo should be no less than 200 pixels wide (for screen) or 1.2 inches wide (on print format).
Logo should be presented with enough contrast from background elements and not in ways that would distort the logo or render it illegible.
Below are examples of how not to use the logo.
Packaging Design
The design of their subscription box, called the Debonair Box, also needed a new look. The subtile pattern I created for the brand along with the newly established color guidelines made for a simple look that easily translated into the brand’s blossoming Groomsmen’s Box market.
