Loyale

Logo | Branding | Digital | Social

Originally launched in Raleigh, NC, Loyale began as a premium clothing line offering women's comfortable, everyday items. The founder and designer, Jenny Hwa, is now based in San Francisco and has pivoted the focus of her studio to beautifully crafted, ethical kitchen essentials. Leading up to the launch in early summer 2017, I was responsible for developing the brand and packaging elements including items such as clothing tags, shipping envelopes, labels, business cards, postcards, web slides, etc. Since the branding's completion and product launch, I have continued to work for Loyale on occasion, updating slides for the online store and creating content for social media pages.

Brand development

When it came to brand look and feel, Hwa’s vision was for it to be simple, minimal, and strong. The Loyale wordmark has become the steady anchor that ties the evolving brand together. With no strict color palette or brand guidelines, the simple, outlined word mark has become the constant while the brand identity is allowed to shift and change as new products/linens are introduced.

Postcards & Packaging

As a bonus feature for gift purchases, Loyale customers can select a postcard to be included with a handwritten note to their recipient. I created a series of 8 designs using vintage illustrations sourced from the Biodiversity Heritage Library archives. For packaging flair, I created some hangtag and thank you card designs using the Loyale SF, CA badge.

Screenprint designs

Most recently, I worked on some hand drawn illustrations for a screen printed series of natural kitchen linens. Both the coastal themed linen (crabs, seaweed, oysters, sand dollars) and the agricultural themed linen (chickens, grapes, poppies, eggs, eucalyptus) are inspired by the scenery local to San Francisco.

Website Banners

Making these headers for the Loyale Studio website has been a fun way to spice up the brand, add a splash of color, and highlight what’s new with the brand.