Fleetful Collective is a culturally influenced fashion brand based out of Boulder, Colorado and was born out of the wonderment inspired by local artisans in worldly travels. By partnering with these artisans, the mission of Fleetful Collective is to be a platform for these collections of uniquely designed, timeless goods that are rich in colors, textures, and tradition. As a predominantly internet-based brand, Fleetful Collective needed a identity refresh that better reflected its values and status as a serious fashion brand.
Before & After
Design Inspiration & Conceptual Sketches
Fleetful Collective is a cornerstone at the intersection between the ephemeral nature of travel and the lasting presence of hand crafted goods. The design process included researching the countries from which Fleetful sourced its goods (above left) and exploring initial brand identity concepts (above right). In the end, a custom script logotype filled with motion was crafted to reflect the brand's desire to capture 'fleeting' memories of travel. Various logo refinements (below) were iterated to capture the perfect amount of motion, legibility, and fashion aesthetic.
Wordmark Refinements
Brand Guidelines & Color Logos
Client: Fleetful Collective