Project Type:
Collaboration/Commercial.
Scope of Work:
Brand concept & naming: Mariam Arous
Logo design, visual identity, social media templates, stationary: Kaouther Akid
Main Concept:
An Eco-Conscious brand that aims to bring joy & happiness to its consumers.
Brand Attributes:
Light-hearted, enchanting, down to earth.
Customer Persona:
Women, 16 to 30, who have a peculiar taste and are attracted by authenticity, uniqueness and affordable prices.
Brand Introduction:
Serendipity is an online concept store that sells crafts, handmade jewelry and gifts. All of these are made using noble and crafted based materials such as stones, wood, polymer, clay, resin, etc.
The concept is inspired by the word serendipity itself. It literally means a happy accident, an encounter that brings happiness, fortune and goodness along. It is a dreamy concept that is entangled with other spiritual aspects like destiny, luck, etc.
Through this store, one should feel blessed to finally run into a “meant to be found” something that brings them joy and objectifies their inner feelings and style.
Artistic Direction:
As a brand that is highly connected to nature and that uses noble and crafted materials, Serendipity’s visual identity is mainly inspired by earthy tones and environmentally friendly textures like kraft paper.
These brownish/earthy tones are combined with 2 other colors: a yellow color which conveys happiness and positivity and a blue one which balances the whole color palette and adds stability to it.
Starting from the 3 main brand attributes (light-hearted, enchanting, down to earth) a stylescape has been created (tool developed by The Futur). It is meant to define and guide the artistic style of the identity (Elements shown in the stylescape are attached for inspiration purposes only and their full rights belong to the original creators). Building the logo and the rest of the brand elements followed.
