WICKER DARLING
Brand Strategy, Identity Design and Shopify Design by Obscurio & Co.
The Client
Designed in Melbourne, Wicker Darling designs uniquely ridiculous handbags that spark conversation wherever they go. Ethically manufactured by Filipino ateliers, these wicker wonders are pure joy in bag form and are designed for the dopamine-dresser looking to stand out.
The Challenge
When founder Jasmine designed and manufactured a flamingo purse for herself, she didn’t realise how much the business would grow and therefore never created a full brand identity. The original basic Canva-created logo was generic and didn’t adequately represent the fun, energetic spirit of the brand nor the high-end, luxury status of the products. As the business grew (and became a staple for quirky dressers), the need for a polished brand identity that elevated the brand without losing the fun became essential.
The Solution
Inspired by retro Palm Springs vacations (and the classic postcards that accompany them) the brand identity showcases 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 touchpoints 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 joyful celebration into every image (without overpowering the products).
