Tu Cute
- Project
- Brand Identity & Logo Concepts
- Category
- Brand Identity
- Date
- 2025
- Location
- South Africa
Tu Cute is a playful, vibrant fashion brand that required a full visual identity system spanning multiple creative directions. The project delivered three distinct logo and brand concepts — each exploring a different personality for the brand — complete with colour palettes, typography systems, custom iconography, packaging mockups, and website sticker sets.
This project was delivered in collaboration with Networds, who managed the client relationship and project scope throughout the process. Their involvement ensured clear communication and alignment, allowing me to focus entirely on creative direction and design execution.
The first concept leans into a bold, colourful, and youthful aesthetic — featuring a multi-coloured typographic logo paired with rainbow wave patterns, pastel tones, and a set of fun illustrated website stickers. The colour palette draws from soft purples, yellows, pinks, teals, and lavenders, creating a lively and approachable feel perfect for a younger, trend-conscious audience.
The second direction takes a more refined, modern approach under the tagline 'vegan fashion.' A clean, minimalist wordmark in muted pastels — corals, sages, and blush tones — is paired with geometric triangle patterns and sophisticated packaging mockups including swing tags, tissue wraps, and branded boxes. This concept positions Tu Cute as a conscious, contemporary fashion label.
The third concept brings a natural, botanical charm to the brand. A hand-drawn script logo adorned with floral elements sits alongside a delicate pattern of leaves and flowers. Warm, earthy tones — dusty rose, sage green, and soft peach — create an organic, artisanal feel. Packaging mockups include fabric drawstring bags and elegant swing tags, grounding the brand in craftsmanship and warmth.
Across all three directions, consistent elements tie the system together: Century Gothic as the supporting body typeface, custom website icon sets tailored to each concept's aesthetic, and cohesive packaging applications. The result is a comprehensive brand exploration that gives the client a clear choice of creative direction while demonstrating the depth and versatility of each visual world.
In collaboration with Networds
Tags: Brand Identity, Logo Design, Packaging, Iconography