Developed the brand identity for Warmi Soul, a Toronto-based retailer offering handmade bags from Ecuador created by local women artisans. The brand combines contemporary design with a social purpose, supporting products made through a program that provides opportunities for women rebuilding their lives after abusive relationships.
Developed the visual identity from concept through final applications, creating a warm and distinctive brand system across logo design, product labels, promotional materials, advertising and digital applications. The visual direction was designed to reflect the handmade character of the products while supporting Warmi Soul’s socially conscious positioning.
For Warmi Soul it was imperative to have a look that would click with our clients, we needed a corporate image that would reflect the values of the company and but at the same time be fresh, and visually warm.
— Lucy Rivadeneyra, Owner.
To translate the client’s vision into a distinctive identity, I combined a vibrant colour palette with floral elements inspired by the handcrafted nature of the products. A hand-drawn style of typography adds warmth and personality, while the circular floral mark creates a recognizable visual signature. The identity was extended across product labels, business cards, advertising and other promotional materials, with print applications produced on 100% recycled paper.
Warmi Soul’s social purpose became an important part of the brand story. The products are handmade in Ecuador by women artisans participating in a support program that helps women rebuild their lives after abusive relationships. I incorporated this story into the brand communications to connect the craftsmanship behind each product with the people and purpose behind the brand.
The identity was extended across a range of brand touchpoints, including packaging, product labels, gift cards and promotional materials. Each application was designed to maintain the brand’s warmth and handcrafted character while creating a consistent, professional presentation across the customer experience.
WEBSITE DESIGN
Extended the Warmi Soul identity into an e-commerce website concept designed to showcase the products, communicate the brand’s social purpose and support online shopping. The visual direction carried the brand’s typography, colour palette and handcrafted personality into a clean, contemporary digital experience.
Carefully Crafted Designs
Design, Production & Brand Execution
And Counting.
