MISSION
Jolleen is a bold, Kent-born fashion label built for women who lead with presence. The brand's message—“Soft power. Sharp edges.”—set the tone for a visual identity that feels unapologetic, modern, and artfully styled. Jolleen needed a brand that could live powerfully in digital spaces, especially on Instagram, where storytelling happens in a glance.
DIRECTION
We created a complete identity system: a custom hand-drawn logo, distinctive icons, a structured social grid layout, and a series of brand assets built to scale across formats. The logo was intentionally raw, referencing traditional tailoring marks while nodding to something subversively feminine. The colour palette leans rich and unexpected—deep reds, off-pinks, and soft neutrals—set against crisp typographic pairings. Social posts were designed not just for engagement, but to build a world around the label.
RESULT
The result is a brand that moves with intent—part editorial, part attitude. Every visual element reinforces Jolleen’s tone: confident, stylish, and just a touch disruptive. From the scroll-stopping Instagram feed to packaging-ready iconography, this identity is built to resonate with women who get it.
