Context
Herloom is a boutique vintage jewelry brand specializing in curated, heirloom‑quality pieces for women who appreciate timeless craftsmanship. As they prepared to expand their online presence, they approached me to develop a cohesive brand identity that reflected their refined, romantic aesthetic. They needed a visual system that communicated luxury, femininity, and heritage, while still feeling modern and approachable.
Problem
Before working together, Herloom lacked a unified visual direction. Without a defined color palette, typography system, or packaging standards, the brand struggled to present itself as a premium brand.
Goal
My goal was to create a brand identity system that captured the essence of Herloom’s vintage‑inspired charm. This included designing a signature logo, establishing a warm and sophisticated color palette, and selecting typography that balanced modern readability with classic character. Deliverables included a brand kit, business card design, letterhead, and packaging concepts..
