Edenki aims to contrast disparate elements (such as dark/beautiful, cute/creepy) and transform them into new things through the medium of handcrafted jewellery and home furnishings. Known for a celestial, pastel goth aesthetic and having made the decision to move away from the pop-culture niche, the brand was ready for brand visuals that elevated the entire user experience.
Having grown from a small handmade operation to a larger scale business, founder Eden felt the brand identity was scattered, unrefined and in-consistent. With plans to start wholesale out-reach and expansion into new products, brand touchpoints were disjointed and didn’t reflect the premium craftsmanship Edenki strives for.
Inspired by metamorphosis and the idea that Eden was a conduit for transformation, an elegant brand identity emerged that contrasted hazy pastel gradients with rich black. A sharp and slightly witchy logotype was combined with celestial icons- the main brand seal being inspired by traditional tattoos in Eden’s Filipino heritage. Black and gradient packaging options were created to ensure products have the best opportunity to stand out, a factor especially important at design markets. We drastically restructured product collections on the Shopify website to allow for an easier browsing experience and introduced a journal for Eden to document her creative process.