Shell Glow
Brand Identity
Brand Design | Adobe Illustrator | 2024
Shell Glow Designs began as a passion project during my sophomore year at Cal Poly, driven by my desire to explore creative outlets beyond class assignments while also transforming my artwork into a sustainable business. I crafted a brand identity that emoted free-spiritedness and is inspired by surf-hippie culture, specializing in handcrafted Hawaiian seashell jewelry along with intricately carved linoleum block prints and handmade, naturally dyed tote bags.
Concept
This project grew out of one of my favourite pastimes back home in Hawaiʻi: free-diving for seashells. I make a point of collecting only empty shells to avoid disturbing marine life, returning any that no longer belong in my personal collection. Over the years, I accumulated numerous small, matching pairs and developed an appreciation for the handmade Hawaiian seashell jewellery sold at local markets. Noticing a gap in the handmade crafts available on my university campus, I saw an opportunity to bring a piece of home into a new community. After learning wire-wrapping techniques from a friend, I began experimenting with ways to transform my collected shells into wearable jewellery.
Logo Process
The Shell Glow name and visual identity were inspired by the uniqueness of each seashell and the way sunlight catches the water’s surface, creating a soft, iridescent sparkle. I chose the typeface Ohno Blazeface for its expressive character and custom-crafted a diagonal monogram by combining the letters S and G into a single illustrative mark. The result reflects the organic beauty of the shells while capturing the luminous, playful quality at the heart of the brand.
Colour Palette
For the colour palette, I wanted to create a warm, inviting identity that stood apart from the blues commonly associated with seashell jewellery brands. Inspired by the natural tones of the coastline and my favourite shells, the miter shells, I incorporated a vibrant orange reminiscent of their striking coloration, which helps them camouflage against the sandy seabed. This palette brings a distinctive warmth to the brand while reflecting the natural beauty and unexpected colours found in the shells themselves. I did include teal as a complimentary color to the orange and for when a more ocean-forward design is necessary within assets and photography direction.
Final Logo
Selling at Events
I designed a branded booth display for Shell Glow to showcase my jewellery at on- and off-campus craft markets alongside other student-owned businesses. This included creating signage to establish the brand’s identity and developing a cohesive product display to highlight the handmade earrings. To carry the brand’s visual language through the entire setup, I hand-dyed the tablecloth and built a custom frame to display the earrings, bringing a personal, handcrafted quality to the overall presentation.
Thank You Bags
To package each pair of one-of-a-kind earrings, I created small pouches from recycled canvas, extending Shell Glow’s handmade aesthetic into the customer experience. Each pouch featured a hand-printed block-print version of the logo, creating a tactile, personal finish while giving customers reusable packaging that could continue to showcase the brand long after their purchase. I also included small handwritten thank you notes in each pouch, a personal touch to thank each customer.
Contact Cards
I designed business cards to distribute at craft markets and other sales events, extending Shell Glow’s visual identity beyond the booth while encouraging customers to connect with the brand on social media. The cards provided a tangible reminder of the business, helping build brand recognition and maintain connections with potential customers even when they didn’t make a purchase. By keeping the design consistent with the booth’s overall aesthetic, I created another touchpoint to encourage future engagement and turn first-time visitors into returning customers.
Photography
I organised a styled studio photoshoot featuring models and carefully curated sets to showcase Shell Glow’s handmade jewellery in a cohesive, atmospheric setting. Drawing inspiration from mermaid imagery and the ocean, I developed a dreamy, coastal aesthetic that highlighted the unique textures and natural beauty of the seashells while reinforcing the brand’s playful, beach-inspired identity. The resulting imagery provided a more immersive way to present the jewellery and communicate the feeling behind the brand.
Gallery
