VI Petal

VI Petal is a Lingerie e-com label based in Los Angeles. The founder Kenyatta came to me to develop the branding strategy. Since then we have collaborated further on the social strategy and the art direction of the launch campaign. The lengthy collaboration has proven an effective one with strong results in the branding strategy has led us to develop the VI Petal aesthetic over a period of time and help manifest her vision of how her product should be represented in the digital and promotional space. With the branding, the challenge was to represent the lotus flower to represent the company’s inspiration the Six Petal Lotus or the ‘Svadhishthana’ A name it has taken on in Hindu culture as part of tantrism. Svadhishthana is the second primary chakra. This chakra is said to be blocked by fear, especially the fear of death. Opening this chakra can boost creativity, manifested desire, and confidence. This encompasses what VI Petal branding and subsequent visual deliverables needed to embody. The other key pillars of the brand looked to tie in with a through-line linking with the chakra. These pillars were inclusivity and positivity. In that, all bodies should be loved and all bodies are welcomed by the brand. These themes are championed in a powerful and confident visual language that isn’t a traditional view of femininity and one that very early on me and Kenyatta agreed should be strong and powerful. We manifested this through abrasive texture and image-making processes in an effort to push the feelings of empowerment. Taking control or manifesting your desire is done with confidence and the visuals give you a strong sense of that confidence that the wearer of VI Petal feels. A feeling of power and alternative edginess that’s associated with the newfound creativity and power that the chakra being unlocked represents.