Designed in Melbourne, Wicker Darling designs uniquely ridiculous handbags that spark wonder wherever they go. Having reached a point where the branding didn’t represent the fun, energetic spirit of the brand (nor the high-end, luxury status of the products), I created a new brand identity that elevated the brand without losing the FUN.
Inspired by retro Palm Springs vacations (and the classic postcards that accompany them), the brand identity centers around a tropical, energetic colour-palette. The logo combines a quirky serif with a neon-style flamingo icon, a nod to the first bag and starting point for the label. I created a range of postal-inspired marks and illustrations inspired by Australiana to add personality to small touchpoint and for easy layering when creating social media content. As part of the rebrand, I established a photographic style for creating content (and transforming audience images) that brings joy, celebration and life into every image (without overpowering the products).
I felt my branding lacked cohesion, looked amateur, and wasn’t selling that my brand is a luxury brand. I was, frankly, embarrassed by it.
YOU TOOK SO MUCH TIME TO GET TO KNOW MY BRAND. I loved how thorough you were in asking questions about my brand, my vision, my customer; when you sent through your initial ideas, it was very obvious you understood exactly what my business is about and who my customers are – and you’d obviously taken the time to look through my social media and get a proper feel for who my customers are and how my business operates.
It was clear you weren’t telling me who my customers SHOULD BE; you got to know THEM (and me!), and my relationship with my customers, and that’s clearly what you worked towards. It’s hard to hand your business into the hands of someone who doesn’t get it, but it was very clear YOU GET IT.
I’m feeling far, far more confident about approaching media and potential collaborators with my work now, because everything looks so polished and established!