Project Spotlight: Branding for Poppy Darling

I recently finished working with Johanna Kärnstrand of the brand Poppy Darling, on a collection of logo designs and brand development for their new online boutique, which is based in Sweden and serves a modern, creative woman with thoughtful lifestyle products. I was honored to walk through a wonderful process of collaborating with Johanna and her sisters (co-owners), and I think it shows in our finished designs for Poppy Darling!

I wanted to share an in-depth look at the results and some details that informed the design decisions we all made together!

When developing the look and feel for their brand in the early phases, I kept in mind their inspiration of Scandinavian design, mixed with French charm, and their love for subtle imperfections. We all set out to create designs for Poppy Darling which could feel cozy, warm and joyful; a mix between a modern style and something that feels romantic and classic at the same time.

Johanna was really drawn to the more detailed examples of illustration in my portfolio and in other examples of inspiration that we looked at together. When it came time to approach the logo concepts, it was important to her that I included thoughtful little details, like the bees you see around the bouquet and the ribbon that ties the stems together.

In addition to the inclusion of poppy illustrations, naturally, another fun detail to point out is that I used species of flowers which are native to Sweden (where Poppy Darling is based) to fill the rest of our bouquet.

Through our initial phases, I created our custom lettering and illustrations based on Johanna’s overall vision, and the creative direction that evolved through our conversations and discovery phases! I drew sketches for two sets of logo concepts to pair with two color palette concepts, and Johanna chose to proceed with the combination you see here!

From there, we finalized our logos and began to expand the brand outward with illustrated icons, type pairings, and a completed brand guide for her to implement in her business moving forward! See below!

It was an honor to work with the Poppy Darling team, and I’m so proud of what we created together. Be sure to check them out!

oxox - Anna