Edgefull.
Edgefull, Branding, Logo Design, Packaging, Web Design
To reposition Edgefull for a more mature, discerning audience, I began by creating mood boards that balanced organic textures—think a woman’s natural hair curl pattern—with a palette of soft taupes, warm beiges, and muted walnut browns. These neutrals not only evoke the natural essence of hair fibers but also provide the high-end look and feel that an older demographic appreciates when scanning labels or reading fine print.
With color locked in, I turned to typography, selecting a modern serif with open counters, soft rounded edges and generous x-height to enhance legibility and convey an air of understated elegance. On the packaging, I introduced matte, soft-touch finishes to create a tactile, premium experience. Finally, the website redesign married this refined aesthetic with intuitive navigation: clear typographic hierarchy, spacious layouts, and thoughtfully placed calls to action ensure that every interaction feels effortless and upscale. Each choice—from hue to font weight—was made to elevate Edgefull’s brand into the realm of discreet luxury that speaks directly to customers seeking a natural, confidence-boosting solution.
Skills used: Logo and Branding, Packaging Design, Color Theory, Web Design
