EP Designhouse


Branded // Salvaged Soul

The Project

Salvaged Soul is such an amazing brand. Christa Paarni, the owner, is THE definition of a girlboss. She designs and builds the raddest wood furniture and home accessories, and I was so excited that she recruited me to handle the rebrand of her company. She already had a logo, business cards and a website, but they were created some time ago and the company has since grown leaps and bounds. Christa was looking to inject more of her personality into the brand styling, so we decided a complete rebrand would be the best way to do it. She has such a cool boho/hippie vibe, and the brand needed to match. She's also attracting a higher-end clientele, so she wanted to make sure the company's first impression was on point.

Color Palette + Inspiration

The design for this project was based off an Anthropologie rug Christa loved. She dug the colors, and I dug the juxtaposition between the natural texture and the geometric shapes. It allowed for a design that was modern but had a gypsy/aztec twist.

Logo Trials + Custom Type Treatment

Once the colors and vibe of the project were decided, it was time to dive into designing the logo and other elements. Logo trials take the most time during the branding process. It's so important to get this part right because it's the most visible part of a company. I always go into logo trials thinking the logo will look a certain way, and it almost always comes out looking completely different than the original concept. I love that, though, because it means the client is really invested and passionate about their branding and, in the end, we end up with something the client absolutely loves.

I gave Christa 10 logo options to start with. Because we were going for a boho vibe, we immediately focused on the 70s-ish swirly concept on the left. However, once I got the chosen logo into a brand styling sheet, and we saw it around the other elements that were being designed, we realized that something wasn't quite right. Back to the drawing table.

Christa then saw this mood board I posted for another project, and immediately fell in love with the font shown on the board. Unfortunately, that font was a one-off that was produced for a specific project...which made it impossible for me to download or purchase it. So I decided to recreate it myself. I put a little twist on it because I didn't want it to be exactly the same, but we both love the way it turned out. I can now also say I created my first font. I named it "Native", and it will be available for purchase soon.

From there, a new logo was born.

Brand Styling

Brand styling is one of my favorite parts of this process. This is when we can see all the elements working together, and can get a feel for the vibe of the brand. A brand styling sheet is often an overlooked step in branding, but I think it's so important because it serves as a brand's style roadmap for everything from imagery to web design. It just helps to keep all the visuals and creative in check.

Print Design

More To Come...

We're currently working on a complete overhaul of the Salvaged Soul website. Stay tuned...