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March 31, 2020
In these distressful times, when everything seems surreal. We would like to share some visual design tips to divert your attention for a ‘brief’ while. #stayhome #staysafe #innerwear
The Underworld.co was born. It came into existence solely to create happiness and comfort for women. It was conceived by design-to challenge the age old polka dots, florals and aztec patterns, that dominate the women’s underwear category in terms of graphic design.
Since the founder, Joyita Banerjee is a Visual Thinker and a Design Practitioner, the first stage of growth i.e brand development, excited her. Her excitement was almost #contagious.
The brand development phase, though however exciting, was full of-Sleepless nights, Brainstorming, Concept sketches, Multiple iterations, and Re-visiting the design brief.
Breaking down some important points which might come handy (#washyourhands :) ) to understand the thought and process behind the most loved entity of The Underworld.co--the logo.
NAMINGThe first thing any user comes in contact with is the name of the brand.As a brand name The Underworld.co piques (almost) everybody's interest.
Why it stands out?GIVES A PEEK INTO THE PRODUCT CATEGORYHAS A STRONG RECALL VALUEUSES HUMOUR
LOGOThe building block of The Underworld.co (or any brand) is the logo. The website, packaging and promotional materials--which stem from the logo—all together form the face of the brand.
What helps in creating a logo?CLARITY OF THE BUSINESS IDEA / VISIONDEFINING THE TONE OF THE BRAND
PARTS OF THE LOGOLogo-TypeWe developed an approachable and fluid typeface--an independent logotype--keeping in mind future category additions.
Logo SymbolWe worked towards achieving an independent and strong logo symbol to make sure it sat independent of the Logo-type, whenever required.
Characteristics of the logo?FUN & DYNAMICMINIMALIST
A peep into the design process of The Underworld.co
BRANDINGThe Underworld.co is REFRESHING, BUBBLY AND BOLD.
What helps in maintaining consistency in a brand?A CLEAR BRAND TONE
The stories behind the prints are designed to wrap you in glee. The choice of fabric and the packaging is consciously designed towards creating a sustainable world, one undie at a time.
May 06, 2020