BRAND STRATEGY & IDENTITY DESIGN
Red Rapunzels serves women that have been in abusive relationships through a female-led community where they can find financial, emotional, and spiritual support. Red Rapunzels is both a website and app for female entrepreneurs and women supporters.
I was approached by the founder, Jamie, to clearly define her messaging and to redesign the visual aspect of her brand so that it would connect with her target audience. She plans on scaling her business and in the future she wants to have an in-person community and meetings where they will cover topics like healing, thriving under less than ideal circumstances, spirituality and entrepreneurship.
One thing that defines the way I approach branding is the fact that I always take storytelling into account. In this case, we wanted to have a powerful symbol that would embody Rapunzel's story. A dandelion was chosen to represent Red Rapunzels allover for its powerful symbolism and close relation with the philosophy behind the community and Rapunzel's inspiration.
Community/connection: Dandelions always grow in groups
Courage/magic: they grow in the toughest of circumstances including the desert just like the women in the community
Healing/growth: once the yellow flower dies dandelions transform into something else to spread their seeds
Resilience: they overcome all struggle around them and transform into “make a wish” flowers, their gold appearance resembles kintsuji
Rapunzels: in both its shapes the dandelion is the hairiest of flowers
Photography, graphic elements and patterns are a unique opportunity to channel a brand's essence into something that will take the identity to the next level. Through this application, you can envision how the color, type, photography and logo all come together as a cohesive brand. These images are only mockups to help you imagine the brand in context. The patterns allow for exciting textures to create a cohesive look (and further emphasize the signature Red Rapunzels aesthetic and creative vibe) across printed pieces such as packaging, or digital items such as the website and email newsletters. The patterns can be used as an extra detail to make customers smile and show RR intentional attention to detail. Overall, the brand identity creates an empowering and inspiring aesthetic, with a nod to heroism and magic that defines Red Rapunzels essence.