Web branding + Book design for duo diary
About the project: Rachel from Duo Diary came to me when it was time to reprint her journal she designed for new moms to track their and their baby's health. She wanted something that would allow new moms to track various items quickly and easily, and the new journal needed to have a restorative and beautiful feel to be used during a time of healing and new growth. Rachel was inspired by fiddlehead ferns and their symbol of growth and how they could function as a visual metaphor for mother and child. We started there and let that idea of growth drive the design.
We began with an inspiration board with these goals in mind:
Drawing from verdant greenery, light-filled interiors, and clean and fresh typography, this inspiration board is full of hopeful energy, warmth, and calm, designed to appeal to a new mother in need of information and healing.
The look is light and clean, with a feel of revitalization and peace and a touch of the feminine, without the feel of something too cutesy or clinical. Crisp typography is paired with softer markings and lots of space for the eye to rest. Warm neutrals are paired with pops of color for an approach that is professional but refreshing and welcoming.
For this project, the values we set forth with the inspiration board and accompanying strategy came to bear in the design quite directly. Creating an inspiration board and strategy with such specific goals helped create a beautiful design that would directly appeal to new moms in need of healing and a way to keep track of all the changes a new baby brings.
The Journal: We started with the journal knowing that this key product would set the tone for the branding as a whole. The size needed to be something large enough to give room for notes, but small enough to be portable. Rachel knew she wanted a coil binding for easy page turning and tracking, and we worked together to select a heavy kraft paper cover for a natural, warm feel. White ink for the design gave a peaceful and crisp appearance, and a comforting, well-worn look. The design itself was hand-drawn inspired by imagery of the ferns and arranged in a pattern that suggested lushness, growth, and beauty. The interior pages are printed in two-toned foresty greens to give a sense of peace and luxury to what could otherwise feel mundane. Type was kept consistent and ample space given to make the spreads orderly and easy to track the individual elements.
The Branding: Because the heart of the brand is the journal itself, the logo and all of the branding elements started with the journal, and we added additional color variations, patterns, and isolated different elements of the drawing on the cover for accent and added dimension. The website for Duo Diary is intended to be an extension of the journal, in addition to a shop to purchase. There are resources and articles available for the new mother to gain her bearings, so the website visually expands upon the journal so that it feels of a piece and compliments the print design.
Keywords: Hopeful Energy, Light, Calm, Healing, and Clean