Here is a behind the scenes look at the brand design for Her Packing List.
I was excited when Brooke reached out to me for help on designing a new look and feel for her business, Her Packing List. Her Packing List is a travel site dedicated to female travelers with a less-is-more attitude, who need advice on packing and travel gear. Brooke founded this site out of her passion for traveling and wanting to help other women experience how traveling can be life changing. The site also helps ease the stress preparing for a trip by providing over 100 packing lists, travel guides, product reviews and even creative hacks for packing.
After digging deep and learning as much as I could about Her Packing List, it was clear that the goal of the design should be to create a modern feminine (but not frilly) brand that had a mix of vintage/retro inspired elements. This vibe can be seen in the brand mood board below:
Logo + Brand Marks
It is important for all businesses to have a range of brand elements, so you have the ability for branding flexibility, which is why I not only created a primary logo but three other marks. The typefaces in the primary logo were chosen because of their retro inspired styling.
These three brand marks might be my favorite icons to date.
I created this H icon, so the overall creative direction still had a modern feel. If you look closely you will notice that the H’s crossbar is a little luggage tag.
The third mark is a play off of passport stamps. It is a fun and playful brand element that can be added to different brand collateral, like this social media graphic:
Since this was a redesign of an existing brand, Brooke and I felt that it was important to still incorporate the brand color red, but also develop a brand color palette that felt more vintage modern.
Fonts are just as important to your overall visual branding, just as other the brand elements. For Her Packing List, I decided to pair a modern condensed style font with a serif font. I also mixed in a retro script font. The styling of all three fonts together match perfectly with the goal of creating a modern and feminine (but not frilly) brand.
I have said it before, but brand patterns add depth to your overall visual branding. You'll notice I use the main striped pattern throughout the brand collateral. The other ones are inspired by patterns and fabrics that you see traveling the world, which gives the brand a worldly feel.
As online entrepreneur, it is crucial to have an engaging social media following. With that in mind, I created Instagram and Pinterest templates that Brooke and her team would be able to use moving forward to promote new blog posts, traveling tips, packing tips and more.
Here is an example of what a branded Instagram feed would look like with the new branded templates:
Social Media Cover Photos:
Along with the social media templates, I designed a packing checklist template that travelers could download and print to help them prepare for their upcoming trip.
Want to see other brands that I've designed? You can check out my featured projects here.
The Happy Client
Editor & Founder, Her Packing List
“Jennifer's greatest asset is her uncanny ability to hone in on the features that make your brand truly yours, and then to turn them into the perfect visual identity. I thoroughly enjoyed the entire branding process at Pace Creative Design Studio, and as a result, I am now more able to clearly define what Her Packing List means to both myself and my readers. And we have a cohesive branding package that helps us to portray that meaning to the world! I cannot recommend the process highly enough; my only wish is that I'd done this sooner!”