Whims + Violet is a womenswear retailer focused on sustainability. Its owner, Steph, wanted something modern and subtle, allowing the product to take center stage.

The logo is a simple wordmark, and the colours are soft and muted. The full palette includes earthy greens and browns, and it was a particular challenge finding a purple to match.

Playing on the name, I added a little violet flower icon to the visual identity. It’s used sparingly, but looks pretty good on those business cards.