showcase
Developing the Logo for Mellow, a Fashion Brand
The Back Story
Mellow a womenswear company, was founded by sisters Anna and Maria in 2016.
Anna, a professional designer, is in charge of product development and manufacturing. Maria is responsible for market analysis and the visual component of the brand. Together the team produces beautifully shaped modern garments.
Comfort to be yourself
That slogan describes their approach: creating clothing meant to be easy to wear. Their loosely shaped garments create a protective layer between the body of the wearer and the outside world. The l fit is not constraining and creates a sense of security for the wearer.
Logo
The Message of the logo design plays with the first and last letters of the company, M and W, styling them as inverted versions of each other. This visually links the beginning and end of the word, creating a sense of balance and symmetry—as if the sisters were looking at themselves in the mirror in the dresses of their own design.
Contrast of form and content
The logo has a strict and geometric i form, while the word “MELLOW” evokes softness and calm. This contrast between how the word looks and what it says conveys a double message: “I am calm and self-aware and also intentional and structured".
Conclusion
This logo sends a visual message that gives meaning beyond the company’s literal name.
credits
brand owner:
maria tebloeva
photography:
mellow
damir ismagilov
Next Project
Brand for Residential Complex in Moscow, not far from Moscow State University