only hearts
case study
I chose the pre-existing brand, Only Hearts, to create a full style brand redesign for. I completed a full brand analysis, kit of parts logo exploration, explored new language and brand elements for the existing brand and then applied my findings to the new designs created. Ephemera that comes from this design work is a new logo, poster, brochure, package, and brand extension. I created designs that complemented Only Heart’s everyday wear with a little flare.
Research on the Brand:
Only Hearts is dedicated to creating lingerie for the every day woman. From bralettes to panties that are sensuous, natural and just a little bit naughty, Only Hearts creates undergarments that you can wear all day every day and still feel confident in. Based in New York City by founder Helena Stuart, all garments are made in house, with the exception of their silk slips. Using materials that are SUSTAINABLE from ORGANIC cotton to REPURPOSED lace creates a comfortable and practical fit for everyday wear with a little flare.
Research for Design:
The advertisement that Only Hearts has currently is done solely through Instagram posts, they have a strong online presence but no physical print ads. The idea behind their brand is “Inner Outerwear” with a little flare, lingerie that the consumer feels good in. For this rebrand we will be updating their logo to something simplistic and elegant. For poster designs we look towards creating the illusion of clothes over lingerie through line illustrations. The line illustrations will follow through into the packaging design.
Development:
Once the research was completed and I had an idea of the design direction that I was going to go, I started the redesign. The first part of this rebrand was to update their logo, I completed a full sized logo version and a condensed. After the logo was done it was onto the poster, something that would keep the illusion of having clothes on while also allowing the viewer to see the “inner flare” that was created. I chose to do a pink line illustration over one of Only Hearts models. The packaging was also designed with the idea of getting a sneak peek at what was inside, this was accomplished with a simple cut out on the packaging to reveal the underwear. I developed their brand into something sophisticated that still has a bit of fun to it.
The executions shown were created for a class project, with no affiliation to Only Hearts.
All images, logos, products, videos, and other copyrights or trademarks featured, mentioned, or referred to within the project are the property of Only Hearts. The use of the trade name, copyright, or trademark in my student portfolio is for identification and reference purposes only and does not imply any association with the copyright or trademark holder of their product or brand. My work is not affiliated, associated, authorized, maintained, sponsored, endorsed by, or in any way officially connected with these copyright or trademark holders. Only Hearts does not sponsor or endorse any of the shown work. I declare no affiliation, sponsorship, nor any partnerships with any copyright or trademark holders.