Evewear

The Dreamer’s Favorite Luxury Brand

Branding
Web

About Evewear

Evewear is a fashion and lifestyle brand specialized in the creation of fashionable and high quality sleepwear that embraces different aspects of feminity, from romantic and elegant to fun and whimsical.

Project Goals

Evewear is a project that aims to refresh the identity of the brand and give it a new look that connects better with its target audience. It aims to strengthen and expand the brand’s current customer base .

Deliverables

Logo Design
Branding Guide
Store Website

Creative Process

Brand Research

Despite their clear message and niche of product, the previous branding of evewear was very inconsistent and did not properly balance the playful and elegant visual signature of the brand.
The goal was to generate a new brand identity that will increase the customer base and traffic on their website. The required elements were a new logo design, Stationery items, a branding guide and website.
Woman wearing a cherry-patterned headband and robe looking into a gold-framed mirror with a pink background.

Ideation and Sketching

With the research done, I started brainstorming using a mind-map, the highlighted concepts were used to make the initial sketches for the logo.
I went through 4 rounds of sketches, narrowing down my options and refining them on the go. This process allowed me to single out the best designs and push them into the direction I envisioned for the branding.
Pink fabric with a white logo featuring a stylized crescent moon decorated with a bow and the word 'Evewear' beneath it.
Fifteen hand-drawn black and white Evewear logo sketches featuring moons, stars, bows, hearts, leaves, and decorative text.
Hand-drawn logo sketches featuring crescent moons styled with bows, stars, and decorative elements, each labeled with variations of the text 'EVEWEAR' or 'Evewear'.
Two sets of black-and-white logo design concepts for a brand named Evewear, featuring stylized female profiles with bows and decorative stars, and star-shaped icons with variations of the text 'Evewear'.

Refinements

With the final logo complete, it was time to use it as a base for the rest of Evewear's new brand identity.
The first step for the finalization was a Stationery package, Allowing me to further explore the ribbon concept. With this in mind, I designed graphics, patterns, and final color palette of the Branding.
Pink and white branded stationery set including letterhead, envelope, business cards, pens, binder clips, and notebook with ribbon design and Evewear logo.

Final Branding

The final rebranding of Evewear is an improvement to the blandness and inconsistency of the original.
The improved logo has a central motif of a crescent moon, which evokes a sense of nighttime.

The moon is wrapped in flowing ribbons culminating in a prominent bow at the center that give a delicate, whimsical touch, reinforcing the themes of grace and beauty that is part of the original brand identity.
Two stacked pink books with white text reading 'Evewear Branding Guide 2025' on the cover.
White clothing tag with pink script reading 'Evewear' and a pink ribbon on soft pink fabric.
Pink ribbon-like swirls on a muted red background forming an abstract pattern.
Pink and red decorative gift box with the lid partially open, featuring a floral ribbon design and the text 'You are made of stars.'
Close-up of pink fabric with a white logo showing a stylized woman’s profile wearing a bow and headscarf, with the text 'Evewear' underneath.
Open branding guidebook showing logo colours on the left page and background and contrast guidelines with logo examples on the right page.
Red and pink shopping bag with the brand name 'Evewear' and a stylized flower logo, placed on a textured stone surface with a stone tile background.
Rose gold iMac displaying a fashion website with a woman looking into a mirror and text 'Fashion For Dreamers' on a pink background, accompanied by a keyboard and mouse.

Key Takeaway

This Project gave me a new-found love for branding and helped me redefine my creative process through feedback, consistency, perseverance and open-mindedness.

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