Challenge
Create a brand identity that shifts the perception of eye patches from a purely medical necessity to a symbol of confidence, creativity, and self-expression. The challenge was to balance empathy with boldness while avoiding the clinical aesthetic typically associated with medical products.
Audience
Individuals—and pet owners—seeking eye patches that reflect personality rather than simply serve a functional purpose. The brand speaks to people who value self-expression, inclusivity, and products that help them feel seen and empowered. Predominantly caters to women.
Solution
The brand identity embraces a "feminine meets pirate-core" aesthetic, blending traditional sailor tattoo influences with a vibrant, boutique-inspired color palette to create a look that feels expressive rather than medical. A heart-shaped logo featuring two parrots—one wearing an eye patch and one without—symbolizes inclusivity while reinforcing the nautical theme with warmth and charm. Bold typography, playful illustration, and welcoming colors come together to position the brand as confident, creative, and accessible to anyone looking to wear their eye patch with pride.
Research
Mood Boards
Sketches
1st Drafts
Second Drafts
Final Logo
logo Guide
Spacing
Style Guide
Primary Colors
Secondary Colors
Accent Colors
Typography
Logo:
Postino STD
Headings:
Hatch
Body:
Anonymous Pro
Brand Guideline
Please feel free to explore the guide created for this brand.
