Mulberry, a California-based couture micro label, is comprised of one-of-a-kind vintage reconstructed jewelry and accessories. This “slow fashion” label features the sort of organic glamour that transforms mere mortals into goddesses. From ethereal headpieces with layered chains, to raw crystal-embossed body harnesses and rings, Mulberry delivers an undeniable, awe-inspiring and magnificent look for whomever graces it. All beautiful things take time and care to make, so this new brand is focused on responsible and sustainable approaches with handmade processes and locally sourced materials.
A strong sans serif with rounded elements soften the letterforms making it both empowering and welcoming. The deep mulberry purple color allows for simple yet refined color palette that echoes the quality of royalty.
Through typographic studies of both my personal hand lettering and traditional typography I choose to design a logotype that has a contemporary and old-world feel. This allows for a more gender neutral and sophisticated look that appeals to a wide range of consumers.
To further the concept of upcycling and giving new life to old discarded things, it was important to use environmentally friendly and recycled materials as a sustainable design choice without going over budget. This is why the stationary system, packaging, and brand book were all designed with 100% recycled compostable paper. The jewelry box is made from a thick paper substrate that has small seeds embedded within, which could either be reused after or planted in the ground to grow wildflowers. The tote bags are adorned with handwritten calligraphy and are screen printed with soy based ink on 100% recycled cotton canvas.
The look-book transformed the brand into a state of mind where customers can immerse themselves in Mulberry’s “Earthly Energy.” Using the power of visual juxtaposition and color, viewers can reflect upon the natural power that raw Earthy materials Mulberry uses in their jewelry.
Not only does the book share the values and philosophy of the brand, but also serves as a tool that customers can utilize to educate themselves about the various materials that they can adorn themselves with. This provides the background and product knowledge that some customers might be looking for to justify purchases and ensure brand loyalty.
The website continued the visual system bringing energy into Mulberry’s web presence. Since this small slow-fashion label is locally run and sourced, it needed a strong user-centered web design that also combines modern elegance with an old-world charm.
Shoppers can easily find what they need with minimal navigation and visual clutter paired with thin sans serif typography that doesn’t distract from the jewelry itself. The main product photography was shot on the craftsman’s wooden work table to emphasize the handcrafted process.
Within the individual product pages are additional close up pictures on a clean white background and on a model, so that the customer can better envision it on themselves and see the craftsmanship in greater detail.