The client wanted a logo for sleepwear brand. The brand's USP is that it is "made for women, by women" and focuses on creating affordable, comfortable, stylish, high quality sleepwear for every woman.

Process

In the brief, the client stated that the clothes are "designed to evoke a feeling of confidence in every woman who dons our pieces". Confidence as well as high quality and community were a few of the keywords I picked up. The combination of keywords formed the concepts I proposed. 

The client also provided logo and brand identity references which gave me an idea of what she was looking for; a simple, elegant and modern logo. I also did a competitor audit to see how her brand would be positioned in the sleepwear market and I noticed that most of them used muted neutral colours  with a few pops of colour here and there, and mostly all caps sans serif fonts. 

Option 1

The keywords that stood out the most from the brief were: elegance, craftmanship, and community, so various elements here all point towards those prompts. The clean fine lines of the font allude to the detail and craftmanship that goes into creating Ejona’s high quality sleepwear.

The decision to have such a wide ‘O’ was to convey an abstract idea of not just a bed but also women stepping into a space where everything is tailored to them and for them. This logo strongly communicates that Ejona is more than just sleepwear. It’s ours and for us. It’s a space where women can feel empowered and more confident.

Option 2

From my research, I noticed that there was a lack of playfulness and excitement with sleepwear brands. Going to bed wasn’t fun when we were kids but as adults, it’s one of the many things that we look forward to even as soon as we wake up. Real adulting is winding down and looking forward to getting into our sleepwear at the end of a long day, so I created a logo that evoked that piece of joy.

The colours are warm and calming, and the letters are rounded and friendly which adds to the approachability of the brand. Also, the half moon in the ‘O’ instantly communicates Ejona’s offering.

Option 3

This logo carries less of a concept compared to the previous two options because I designed it to be very similar to the competitors’ logos; incase the client wanted a logo that blended in seamlessly within the sleepwear market.

The end result is simple, modern and the beautiful blue colour softens the pointed edges of the font.

Final decision

The client chose option 3 because of its simplicity and familiar proximity to the other competitors. After a few feedback rounds, she asked for the font to be changed to a different serif font, so the final logo wasn't too different to option 3.

Quick reference guide

As well as the print and digital files, I also provided a quick reference visual identity guide for my client to refer to or send to third party agencies that create brand assets.

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