Challenged by an article I had read on grid based layout design, Aesthetic was a self-intitated concept project. The motivation behind it was to test some user experience theory, challenge myself and enjoy playing around with typography and imagery without the restrictions of client requirements.
The project began with the development of the logo and mark. The conceptual brand ‘Aesthetic’ is a boutique handcrafted jewellery brand catering to women with a desire to buy quality crafted goods. The classic font combination was deliberate, and designed to appeal to the classic and refined tastes of the target audience. The direction was drawn from the imagery resulting in a clean but vibrant interface with a feminine undertone. The interface was accentuated by the classic combination of serif and sans-serif typography drawn from the logo and mark.