Witching Hour is a fictional online fashion and homeware brand developed as a personal branding project. This exploration focuses on building a cohesive visual identity across the logo, hang tags, and a thank-you card, balancing a dark, witchy mood with clean, minimal design.
All visuals were designed in Adobe Illustrator and presented using Photoshop mockups.
I began by researching the triple moon, or “triple goddess” symbol, whose waxing, full, and waning phases represent intuition, cycles, and change, a meaning that felt right for a mystical fashion and homeware brand. In Illustrator, I turned that idea into a logo built from simple circles and crescents, testing different layouts and locking the brand name around the central moon so the symbol could work on its own or as a seal across tags and cards.
For the logo, I tested a bunch of color variations in Illustrator, switching between deep purple, navy, and black backgrounds. In the end I kept the mark itself white and just changed the fields behind it, so the symbol stays crisp and readable while the mood shifts with the background color.
For typography, I paired Gothicus Roman as a dramatic display face with Sharik Sans as a clean secondary. The palette uses rich purple, midnight blue, and near-black backgrounds with off-white type and purple and blue accents to keep the brand dark and witchy but still readable.
FINAL VERSION
FINAL VERSION CLOTHING TAGS
FINAL VERSION THANK-YOU CARD
