Leisurewear, athletics and apparel
Aww Gurl is a new leisurewear, athletics and apparel brand signifying a passion for love, health and wellness, both physically and mentally. Aww Gurl's mission focuses on empowerment, creating awareness and making a donation for those with mental health, depression and anxiety.
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Aww gurl is an interjection used when someone thinks what they see is adorable. While it should technically be spelled with just one "w" (aw) instead of an overly enthusiastic (aww), we believe in life it's ok to be overly enthusiastic.
COMPANY
ROLE
BRANDING
TEAM
CEO
FOUNDER
TOOLS
WHIMSICAL,PROCREATE, FIGMA,
ILLUSTRATOR
TIME
3 MONTHS
Love, Health & Wellness
Love, Health & Wellness
The Strategy
Aww gurl signifies a passion for love, health and wellness, both physically and mentally, focusing on strength & empowerment, improving mental health awareness while making a 10% donation of the net profits to The National Alliance on Mental Illness (NAMI) for those with depression, anxiety and other mental health needs.
I used soft muted colors for the color palette and the moodboard above helped me greatly inform my brand design for Aww gurl
"I believed that the brand should reflect that. I used soft nude shades for a color palette. Gentle feminine strokes with haggard edges that show that women can be kind and resilient at the same time "
Brand style guide
Font Used: Sisterhood, Modified
Muted soft nudes for the color palette
Guidelines and Spacing
Printing & Design
Conclusion
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The entire zip file was handed of to the company
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Printing has been done and the website is up and running.​