An apparel brand that encourages women's blossoming through fashion and authentic beauty.

Bellus is a female apparel brand which its purpose is to bring out young women's real beauty through fashion. A branding project meant to empower women, Bellus responds to a real necessity by addressing the importance of individual female authenticity through fashion and self-love. Moreover, this project encompasses logo, branding and store packaging design.

The Concept

Bellus -Latin word for beautiful- is an apparel brand that encourages women to believe that style is not defined by perfection. The concept was inspired by the meaning of the word blossom and the positive qualities it possesses. The logo design communicates growth, blossoming, confidence, style and most importantly, authenticity. The final solution represents an elegant lowercase b which has a bud and a flower on each side communicating how Bellus truly encourages female flourishing through apparel and store experience.

The Treatment

The target audience is young women who are in their "blooming" stage of life. Women around their late teens and early twenties who want to resonate with a brand that can make them feel comfortable in their own skin and meanwhile look fashionably stylish. The color palette communicates passion, encouragement and energy which characterize the type of woman Bellus targets. The final lockup's versatility enables the creation of a pattern that is used to communicate cohesiveness and diversity throughout the preliminary designs made for the branding, including stationery, app, website designs, shopping bags and hang tags.