Mom Genes Thrift is a lifestyle and clothing brand in Chattanooga, TN who provides vintage curated clothing and shoes to local thrift lovers and shoppers all over via Depop. Mom Genes features items with a bright and quirky 70s feeling. When I started working on branding Mom Genes, I wanted to highlight this 70s summery vibe, yet still keep the approachable feeling from being a scrappy IG brand.
Moodboard & Sketches
My initial moodboard was inspired by 70s colors, vintage tile, sunrays, and, of course, mom jean butts. I tried a few different logo directions, but quickly gravitated towards a line drawing of the classic "mom jeans" rear silhouette, as the cult classic is easily recognizable, and one of the best sellers in the Mom Genes shop.
I explored a couple of options for colors: one a more muted fall-feeling with a more mature tone, and the other a more bright and summery feeling. Ultimately, the final color palette with bright 70s colors fit the brand.
As part of my branding package, I created an Instagram takeover to showoff my client's new brand on her already thriving instagram. I added some pattern design elements in her brand colors as part of the grid so each post would have a graphic element of interest.
As part of my branding packages, I always create branding guides for my clients along with their logos that include typography for their brand and colors at a minimum. It's important to me as a designer to make my brands approachable and user-friendly for the client to be able to implement on their social media feeds and website.
In addition to the overall branding look, my client was also looking for a business card design that represented her feeling as a 70s vintage brand. I kept her business cards simple and to the point, but included some funky pattern elements, her tagline, and social media handles where she does all of her sales.