IXCHEL, Mindful Fashion
Client: IXCHEL, UK
Services: Logo, branding, visual identity, iconography,
web design, digital assets & art direction
Year: 2019
Services: Logo, branding, visual identity, iconography,
web design, digital assets & art direction
Year: 2019
Stylist: Margaret Neil
Photographer: Stella Morais
Photographer: Stella Morais
Due to the significant influx of start up fashion brands, IXCHEL needed a look and feel that could both stand out from the competition as well as appeal to the sensibilities of their audience. The clothing itself combines the minimalistic nature of a basics range with a series of custom emblems based on historical talisman and zodiac signs to ensure the wearer is able to step out comfortably with their personality on show. These emblems, chosen due to their respective symbolism, were designed as simple geometric constructs—a reflection of the founders' distaste for the complexities and wastage present in today's fast fashion industry.
As an environmentally friendly and fair trade focused fashion brand, IXCHEL was created to appeal to the individuality of its audience and the comfort provided by a like-minded, socially conscious community.
The logo was developed with three primary concepts in mind; intersecting paths through life or the idea of kinship, the importance of community and family as well as a feeling of comfort and protection. These elements were derived from the motherly love and medicinal wisdom imparted by the Mayan goddess Ixchel and was visually represented with interacting geometric lines and circles for the logomark. The natural fabrics and simple nature of the range was also reflected in a minimalist visual identity with prominent use of space and a natural, grounded colour palette.
To tie the brand and its audience together and function as a supplementary graphical element, a fluid and intertwining cotton motif was integrated to visually represent connection as well as reflecting the natural sources the clothing is crafted with.
In anticipation of the Ixchel's public launch, a photoshoot of the product range, website, lookbook and social assets were developed before the onset of COVID-19 resulted in the cessation of the business.
Lookbook
Product Shot
Photoshoot
Social Template
