EARNEST & ARDOR

Jack and Jane are a carefree couple who are constantly on the go. When shopping for personal care products, they look for items that have a great attention to design and they don't mind spending a little more money for a quality. Since they are always traveling, they don't want to lug tons of products with them and are even looking for some products that they both can share on occasion. Inspired by my consumer demographic, I thought critically about the kinds of brands and aesthetics this couple would be drawn to.

Earnest & Ardor is a modern apothecary company that sells personal care products for both men and women. The word "earnest" means sincere and serious, while "ardor" is defined as spirited passion, strength, and enthusiasm. The name speaks to tried and true products influenced by the zest of life. These products are inspired by the busy lifestyle of the happy traveler. The logo itself speaks to the gender–neutral nature of the brand through juxtaposition of masculine and feminine typography. The detail of the dotted line is representative of travel and being on the go.

My brand assets and packaging are inspired directly by the consumer's wants and desires. I chose a collaged image style and various typefaces to give an eclectic and well traveled feeling. The graphic line elements are bold and speak to the strength in the brand's name. The color palette is comprised of saturated tertiary hues to give a more high end look. 

Additionally, I designed a business suite to show how the brand assets can be used for collateral purposes.