Shadow & Soul
Re-Design
Identity Design
2024
What is Shadow & Soul?
Shadow and soul is a brand that focuses on the ethereal realm. They have two stores that are separate but connected, shadow and soul emporiums. Shadow represents the shadow work that someone who is spiritual might do, and soul emporium represents some of the lighter less dark sides of spiritual work.
The Logo Design
For the logo design I wanted to represent these two very distinct sides of the business and how they work together. I started to draw on spiritual monickers like the mystical evil eyes, which aren’t necessarily evil. I referenced this evil eye for some of the iconography in the brand as well as color. I wanted the icon to work with the logo but also be able to stand out from the word mark on its own.
Who Shops Here?
In order to make this rebrand successful I had to study who might shop here. This business is located in a college town and so I wanted to take that into account with who might shop here. I chose to do my profiles on a younger crowd that might be more associated with professions that feel a little more spiritual.
And What do They Sell?
Shadow and soul emporium sells little trinkets, and items that make you feel closer to earth itself. They also sell custom teas that you can make in the store. I wanted to make some products that reflect this. First being some locally sourced soaps that have some different scents. Next a room spray called potent potions that would bring you closer to that ethereal realm. Lastly a custom tea bag that the store can mark with the weigh too tea and the kind of tea being sold.