(2023)
Xochitl / Branding
Challenge
Xochitl (so-chee) is a clothing brand based in Yucatán. They believe in the handmade, unique & spirited good of the world. Xochitl bets on the battlers and pushes to squash norms. They need a brand identity that is authentically spirited and one that stands out from the industry.
Solution
The concept is feel the good. You not only feel the good physically through their apparel, but feel the good in the community they support and the environment they care for. The handmade feel of the logo, with playful characters, starbursts, & bold color help to convey those concepts to help them stand out from competition.
Handmade - Reinforce & feel the handmade quality within the brand identity
Sparkle in the industry - Xochitl stand outs from a crowd and we can truly feel its unique character
Open & caring - It's more than clothes, it's about the people & the mission to do good
Process Insight
After the phase of sketching, there was several rounds of ideation before reaching the two directions below. In choosing a direction, it was important to make sure there was a sense of handmade quality but also having a unique side to it. The chosen direction was Concept 2. I then ideated to develop a sophisticated color palette and incorporating elements such as the starburst from Concept 1 to help convey a uniqueness and build out the brand.
Concept 1.A
Concept 1.B
Concept 2.A
Concept 2.B