LOGO DESIGN • BRAND DEVELOPMENT
Synfully Sweet Scents is an independently owned and operated online store selling all things scented from hand made candles, wax melts and soaps in every shape and scent imaginable. Despite the business running smoothly with orders steadily coming in, the owner was less than happy about the brand's appearance.
One look at the previous iterations of the logo and it becomes clear that although both very literally display the company's product offering with the use of the candle illustrations, the actual brand name positioning and prominence is weak and feels secondary to the illustration, with neither conveying any hint of the personality or playfullness of the brand.
Previous iterations of the Synfully Sweet Scents logo
Leaping straight into Illustrator, I began to play around with the typography as I wanted to create a mark that was strong enough on it's own not to require an illustration and not limit the brand to an outward appearance of simply selling candles. Fairly quickly the idea of creating a hero element from the S took root, providing a visible play on the word Synfully. After deciding horns and a tail were too much on one character, the tail was added to round out the word Synfully.
With the main body of the logo finalised, all that remained was to provide suggestions for font styling for the rest of the logo. The client liked the idea of the logo being flexible in its lockup, with the Synfully element always remaining the same as the brand indicator, but being able to change the secondary font based on events or seasonal activities, such as a particular font to be used for Halloween.
The final font chosen for the secondary elements was chosen based on a street art style representing a free spirited element like the owner herself with the dripping paint mirroring the melting products.
Finalised logo lock up
The finalised logo provided a strong and instantly recognisable mark when used across the packaging and accompanying material sent out with purchases.
