Wishbone Vintage was such a fun and playful project hence the vibrant, colorful clothing in their collection! Working with the founder Marie, we discussed her vision and goals for the brand, which led to the initial brand concept. We decided the first concept was too whimsical and cartoon-like with bold typography and bright rainbow colors. For the following revisions, I suggested we learn into a more script-like font that embodied the elegance of her beautiful photography while balancing the playful colors of her clothing with a "mature" rainbow color palette.