Branding and logo design for a contemporary fashion label.
Heart+Soul
Branding and logo design for a contemporary fashion label.
Client
HEART+SOUL
Scope
Branding, Corporate Identity
Sector
Fashion & Apparel
Year
2020
Heart + Soul entered the womenswear scene with a curated range of contemporary pieces, created to flatter a wide age spectrum while championing authentic, everyday elegance. From our first workshop with the team, one truth set the tone: a garment matters only when the woman who chooses it makes it her own. Guided by Yves Saint Laurent’s words—“What is important in a dress is the woman who’s wearing it”—we set out to translate uniqueness, soul and inner worth into a cohesive visual language.
That ethos led us to an abstract yet deeply symbolic approach. The logo is built on a single geometric triangle—an archetypal sign of femininity—that, through an internal network of lines, unfolds into a heart. At the same time the triangular structure hints at a precious stone: a diamond safeguarding the invaluable female soul. In one refined mark, the symbol balances simplicity and distinction, expressing femininity without cliché and celebrating the rare, personal character Heart + Soul seeks to reveal.
Typography reinforces this dual promise of authenticity and modern sophistication. A timeless geometric sans‑serif stands with quiet confidence across every medium—from garment labels to digital campaigns—while supporting text, including the tagline “The best is always underneath,” is rendered in a slender, elegant cut that amplifies trust and care.
Across applications, the colour palette stays neutral and earthy, allowing the clothes to remain the heroes. Packaging and hang‑tags are produced on premium recycled stock with a natural texture, so the tactile experience mirrors the brand’s commitment to responsibility and quality. The result is a visual identity that bridges classic and contemporary, inviting every woman to put “heart + soul” into what she wears—and to let her own shine through.
