Beads have been used for centuries in West African cultures as a symbol of fertility, sexuality and spirituality. Today, they have many practical and aesthetic uses around the world.
Carpe Diem makes quality African beads and skincare products for women of all shapes and sizes. With beads being Carpe Diem's core offer, they believe it's also a way for women to express their femininity.
Breathing a new life into an old identity.
Sandra approached us to help give the brand a facelift. After some months of operating, the brand was evolving from the bead-making business it was to a beauty brand. Their current logo didn't reflect the brand's new direction.
Through this rebrand, they're looking to maximize brand recognition, customer satisfaction and increase sales.
To achieve this, we worked closely with Sandra to create an identity system that would adapt to the brand's new direction and future courses. The new identity also had to resonate with their ideal customers and reflect what the brand stands for.
During our creative strategy session, Sandra expressed her interest in having a flower in their logo, and we did agree on that. We wanted something elegant, bold, and simple. Something that represents beauty. In general, a flower is considered a symbol of beauty. But the question was, "how can we design the logo in a way that will make it stand out from the generic flower logos we see out there"? It had to be appropriate for the industry, but unique enough to differentiate Carpe Diem from its competition.
We focused on exploring various floral sketches in a unique and minimalistic way. The final result was a tulip-inspired flower with a petal falling off on both sides. The logo also has a bead stone underneath the flower, paying homage to the brand's core product and foundation.
The brandmark is complemented with the brand name in a bold, serif style typeface. We gave the brand a refreshed palette, while maintaining it's old royal blue color.
We also created a clear message for the brand, as well as a flexible design system that will support the logo and can adapt to the broad range of touchpoints created to help boost the brand experience—from social media posts & signage to packaging & message tags.
Crafted with love and the future in mind. We're excited to be a part of Carpe Diem's journey, and to be the architects behind their identity :)
We're a strategy-led branding studio specializing in brand identity, packaging and art direction for bold & thoughtful businesses.
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