Foresse is a female fashion startup based in Vancouver, designed for city dwellers aged 25-40 who embrace sophistication and innovation. Foresse’s audience is a tech-savvy metropolitan with a passion for people, history, landscapes, and architecture.
Team: Evolve Branding, Canada
Client: Foresse
Team size: 7
Project scope
Stage 1 Research and Planning
Stage 2 Brand Visual Identity
Stage 3 Website Design and Development
Stage 4 Media Kit
Brand Visual Identity
Objectives
Meet the client's needs, while resonating with the target audience.
Optimize design team efforts, complete logo design in as few rounds as possible.
Create brand guidelines and developers material.
Close Stage 2.
SOLUTION
Our team worked closely with the client and gathered feedback and suggestions to fine-tune our designs.
We explored several presentation options and typography explorations to identify the best shape and font that meet our client’s needs.
TIMEFRAME
8 weeks - 9 rounds
A monogram was our first direction, we experimented with various line thicknesses and creafted patterns inspired by architecture and old fashion motives.
While the shape was distinct and adaptable for patterns, it wasn’t ideal for die-cutting. So, we reimagined the design.
The new monogram drew inspiration from the fluid movement of fabric in space.
It was both visually compelling and perfectly suited for die-cutting packaging.
With the mark set,
we focused on typography.
We selected and refined a typeface, showcasing its versatility across different applications.
To meet the client’s needs we merged and balanced elements from two type foundries, creating a custom typeface. Foresse’s logotype is undetectable from font recognition softwares and ready do be etched in the stone.
Brand Guidelines