Serenity in Every Stitch

GALINI

ART DIRECTION • BRANDING

When a team of fashion designers and businessmen from Hong Kong and London approached me with the challenge of crafting a brand identity for their new venture, GALINI, I knew it would be an extraordinary project. In a world where the fashion bag market in Hong Kong is already brimming to the edges, GALINI’s mission stood out: to forge high-quality, enduring, and sustainable fashion that resonates with women's love for nature and tranquility, mirroring the Greek meaning of calmness its name holds.

Crafting the identity

The narrative unfolded over coffee with GALINI's product designer, whose sketches weren't just designs but stories of the ocean's rhythm and femininity's grace. She envisioned GALINI bags as carriers of tranquility, each curve a homage to nature's serene beauty, appealing to women who cherish uniqueness and subtle distinction.

A Symbol of Serenity

The symbolic 'G' of Galini's logo, enriched with a defining S-curve, symbolizes a harmony between functionality and serenity. This curve evokes the tranquility that our brand embodies amid urban dynamics.

Paired with this, the wordmark combines the 'G's curve with sleek, pointed letters, reflecting a contemporary yet steadfast design. Together, they echo Galini's commitment to quality and inner peace in every crafted piece.

Colour Palette

The colour palette draws inspiration from the earth’s natural hues. These colours evoke feelings of groundedness, authenticity, and tranquility.
Iconography

The minimalist yet expressive iconography carries the logo's curvilinear motifs, ensuring the brand's message of peace and elegance is felt in every visual touchpoint.

Expanding on the logo's curves, I developed a design system that could be transformed into patterns, templates, and accents. Some took the form of waves, others of fluid, circular motions – each serving to accentuate rather than overpower the design.

Bringing it all together

The logo was meticulously crafted to stand out on the actual product or printed materials. Its simplicity and iconic nature were designed to make a statement.