LAELAP
Overview︎︎︎
Laelap is a customizable petwear brand that values individuality, authenticity, sustainability and self-expression. They were looking to rebrand and target a Gen-Z audience that are frusterated by the limited options available in traditional pet stores. Their solution allows consumers to express their individual personaility and style in a way that’s affordable and sustainable. While working with the ilovecreatives Studio team as the lead designer on this project, I developed a refreshed brand identity, photographic style, colors, typography and social media assets.
Services︎︎︎
Brand Audit + Moodboards
2 Art Direction Concepts
Revised Art Direction
Final Art Direction
Brand Guidelines
Social Media Assets
Credits︎︎︎
Client
Laelap
Agency
ilovecreatives Studio
Lead Designer
Megan Autrey
Creative Director
Mindy Nguyen
Project Manager
Maggie Hoyle
Location
Long Beach, CA (2023)
The Colors︎︎︎
Creating a graphic style that matched Laelap's playful and authentic messaging was important in conveying their brand values. The vibrant, saturated tones exude an optimistic energy, inspiring viewers with colors like Sunshine, Clover, and Sky Blue, reminiscent of a child's crayon drawing of a sunny day. These colors reflect the brand's emphasis on safe exploration, complemented by warmer secondary colors that complete the palette.
The Logo︎︎︎
I worked with my creative director at ilovecreatives Studio to redesign the client's logo, creating a dynamic, fully customizable wordmark that embraces self-expression and the individuality offered by Laelap. The logo breaks away from cleaner designs, representing the ebb and flow of everyday dressing based on mood. The nestled letters also convey a sense of community, symbolizing strength through unity.
Typography︎︎︎
Heading 1 mimics the wordmark and allows the brand to express itself with the balance of playfulness and modernity. Heading 2 gives way to a sophistication and elevation, while still being friendly. The body copy serves a contemporary sans-serif that’s easy to read and fits any situation.
Graphics︎︎︎
The client requested fun, playful social media designs with a 90’s + Y2K inspired vibe. I collaborated with my creative director at ilovecreatives Studio to create casual and not overly polished nostalgic graphics for Laelap’s Instagram marketing before handing off the polished finalized branding system.
