Lovely Day is an emerging fashion brand out of Adelaide that produce limited edition designs incorporating colour, graphic elements, sequins, and interesting prints. The brief called for the development of an identity reflective of the current and future directions of the brand, leaning towards a clean (but fun) minimalist aesthetic rather than an over designed statement. The brand had to work alongside the collections, rather than competing with them.
Identity work generally personifies the brand in the conceptual stage to gain a solid understanding of it's ins and outs. Inspired by this idea, the concept explores the ego and the self as celebrity. Patterns have been derived from the seeds of pomegranate and dragon fruit, using colour to create a vibrant and energetic application reflective of the brand and founder.