The goal of Paloma Designs was to create a full scale visual identity rooted in the brand's emphasis on natural materials and utilitarian designs. The brand’s messaging calls on sustainably crafted, ethically produced clothing. The logo reflects this ethos with the organic, smooth and elegant ink script. The brand mark and symbols nod to the everyday elegance and natural ethos at the brand's core. With a defined brand identity, mission and messaging, the next step in the process is finalizing their e-commerce website, applying their earth tone color palette, collage imagery and strategic call-to-actions.The main logo is a bold, memorable serif with an organic flare.