GRAPHIC
DESIGN
Development of a logo and corporate identity for a young brand RELOVE from Moscow.
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PROJECT 惚れ直す
BRANDING | PHILOSOPHY | ART–DIRECTION
ABOUT THE BRAND AND ITS PHILOSOPHY
Relove is about loving yourself and your own comfort again — because the quality of the materials decides the quality of your sleep, and of the care you give yourself. It is a young Moscow brand specialising in home textiles and bed linen. One of its central values is to make sleep, and the hours spent in the bedroom, as comfortable and as beautiful as possible. The brand’s slogan: “everything interesting happens in bed”.
Relove is a premium brand with an unusual choice of colours and materials, brought in to order from Japan. So when we took on the branding, we set out to bring every one of Relove’s strengths forward, and to make a product that is distinctive, contemporary and stylish.
Relove is a premium brand with an unusual choice of colours and materials, brought in to order from Japan. So when we took on the branding, we set out to bring every one of Relove’s strengths forward, and to make a product that is distinctive, contemporary and stylish.
(01)
ABOUT
More on the identity elements: a welcome card (double-sided / letter format), provisional size A4 folded or A5 (a double-sided story inside an envelope, with a picture to keep). Card content: phone / website / instagram: relove.one / key lines / slogan / heading: #Bed Influencer Club
ABOUT TECHNICAL TASK
– A logotype built on the wordmark RELOVE.
– A brand identity: the brand palette and its typographic solutions.
– Identity elements: packaging sticker, card, tag, bag.
– A brand identity: the brand palette and its typographic solutions.
– Identity elements: packaging sticker, card, tag, bag.
TECHNICAL
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PROJECT RELOVE
From there we moved on to the palette and the logotype. For the primary brand colour we chose a deep, noble shade of blue — a direct association with the night sky and with calm, which matters so much for sleep. Against the blue we set a shade of beige, a reference to the colour of the stars and of the moon. The pairing underlines the premium character of the brand and reflects its essence. For the logotype we settled on even letterforms, set in capitals.
ABOUT DESIGN CONCEPT
Before starting work we looked into the origin of the word RELOVE. It turned out that Japanese has a wonderful verb, 惚れ直す (hore-naosu, “to fall in love again”) — for the moment when a partner you already love, and are already used to, suddenly shows a new side of themselves, endlessly sweet or impressive, and it hits you like a current: “god, how I love them”. The verb sat well with the philosophy of the brand, since one of its strengths is that the fabrics were ordered specially from Japan.
CONCEPT
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PROJECT RELOVE
Given how striking the brand’s name is, we brainstormed the format of the card. What if we skipped the usual A4 or A5? Sketching a standard card, we kept missing the effect we wanted. So we decided to play with the arched form that everyone has fallen for lately, and to make something close to a valentine. Our search for the right palette and the right letterforms is shown below.
ABOUT SKETCHES
We began by experimenting with prints that show the texture of crumpled bed linen. The aesthetic of a rumpled bed has long had a place of its own. From there we moved to sketching the logotype and the central element of the identity — the card. The card is a particular compliment from RELOVE, and the first tactile meeting with the brand.
PROCESS
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PROJECT RELOVE
CREDITS
CONTACTS
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Moscow, 2-ya Rybinskaya 13