FLa La Land
FLa La Land is a trademark owned by a family. During the pandemic, the family noticed how many of their friends were fleeing to Florida from New York. The quickly moved to purchase this trademark as an ode to their friends moving and a bit of a dig to the people who left New York to go live in "FLa La Land".I was hired to create a handful of sale-able designs for the family to use on their store front. The process is detailed below. Creative Direction
Brand Design
Iconography
Brand & Logo Development
The brand story from the team at the initial start was given by a few words: Luxury, beachy, classic, old money, waves, ocean, relaxing, easy life — all were part of the brand profile.
Brief
Use the logo I was passed from a previous designer to create products.
Brand Audit
I created a brand map and guidelines with the keywords the owners had given me. I felt like there was this classy, upscale vibe that still felt very understated. The brand quickly took on moments of vintage beach clubs in Europe.
OLD - Main Logo
I was passed a logo to use on products. After considering the overall brand development I felt that it didn’t speak well to their target customers
Goal:
We wanted to create a logo that looked like quiet luxury and felt like it could be placed on a plethora of products.
Where We Landed:
We chose three different marks to be used throughout product development, but ultimately landed on this one.
The FLA LA Land here brought attention to the FL, it was easily customized for a holiday version (FL-LA-La-Land) and the shapes and texture relayed the vintage, classic, old-money luxury we were going for.
Process:
I wanted to test out how different shapes and angles of the letters felt with serif fonts. I wanted to use a serif font in the designs to bring in that classic intellectual node.
Iconography
Brief:
To help differentiate products and collections, we developed a handful of icons to be mixed and matched. All pairing back to the old money vintage beach clubs of Europe.
We also used this to create a custom repeat pattern.
Product Development
Brief
Using the logo and brand standards we developed, we then created a product line based on ‘Fla La Land’
Competitive Audit
I looked at recreational leisure brands like Sporty and Rich, New York or Nowhere, Only NY and Siegelman Stables — All of these brands rely on trademarked sayings or titles to create branded and simple merchandise.
