Safari is a case study brief from a design page on Instagram. We were given the brand description, a suggested colour palette & full creative freedom on the logo and branding style.
The Brief
Safari is for those who love vacations. It is the chicest and most luxurious new luggage and suitcase brand on the market. Safari's products are more than bags, they are a part of your outfit while being sustainable and made of planet-friendly materials.
Safari is looking for chic & stunning branding to match its high-end vibe.
For this brief, I started by sketching different logo ideas in various styles and fonts. I knew I wanted to use a serif font, as it is not a style I use often. However, I did try other styles in this phase.
After many sketches, I finally landed on a visual I was happy with, so I proceeded to work on it in Illustrator. Here I vectorized my custom letters (tweaked them here and there) and worked on possible logo variations. For the branding elements, I was inspired by the sun and compass shapes. Two items that are frequently associated with travel and adventure. I wanted them to resemble each other somehow, therefore my stylised creation of the half sun. These look like the respective elements, but they still look similar enough to work for concise branding. Color-wise, we were provided with a suggested colour palette, but I did tweak my colours slightly to bring out more elegance in the green and make sure the logo worked across all three of them.
