LOGO DESIGN, BRAND IDENTITY, Digital Collateral
Selfish Bitch teaches women about extreme self-care. SB provides clients with the tools they need to learn how to put themselves first, validate from within, and how to create the life they want and deserve — focusing on nutrition, natural beauty, lifestyle coaching, and female empowerment.
The goal for this project was to design an empowered, edgy, and feminine looking logo and brand identity for Selfish Bitch. The design style is a mix of soft + bold, trendy + luxurious, as well as modern + classic, in order to attract clients who are finally ready to make time for themselves.
The ideal client and target market for Selfish Bitch is an independent, badass woman, who is very motivated and driven in life, but who feels disconnected from herself and lacks the proper balance needed to maintain a happy and healthy lifestyle. Selfish Bitch wants women who are ready to put themselves first and commit to daily self-care in order to better themselves and find happiness.
This brand concept is based on the Beyoncé song, A diva is a female version of a hustla — perfectly feminine, but with an edgy, bold, and in your face attitude. We wanted this design to feel urban and gritty, but also feminine and soft, while still coming across as strong AF.
We achieved this look by using lots of trendy and feminine colors, like shades of blush and gold, plus bright white to keep the overall feeling light and happy. Then we added darkness with black and charcoal grey to toughen up the style. The perfect mix of bold, feminine, and strong. The addition of gold foil on printed pieces added glamour to the design and makes the brand feel more luxurious and high end.
The design mixes delicate and bold typography — the sans serif has a modern and friendly feel, where as the expressive brush lettering keeps the brand style trendy, rough, imperfect, and wild, just like Selfish Bitch's ideal client. This graphic lettering is also rough and creates feelings of strength and movement when used in an expressive pattern describing all the attributes of a "selfish bitch."
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