Building a Brand from Scratch

Elide, a premium loungewear label with a bold Latin American twist, came to us fresh off the ideation block—no logo, no colors, no voice.

The founder had vision, but needed the full DDE makeover: a brand identity as luxe as the fabrics and as vibrant as the culture inspiring it.

We rolled out our signature DDE framework like a red carpet, tackling everything from big‑picture strategy to pixel‑perfect details:

Discovery Dive
We kicked off with deep interviews—asking about cultural touchpoints, style icons, even favorite comfort foods—to unearth the soul of Elide.

Concept and Theme Forge
From those insights, we sketched mood boards that married tropical sunsets with minimalist silhouettes. Each concept got a “vibe check” with the founder to make sure it felt as authentic as her Abuela’s empanadas.

Identity Design

Logo and Palette: We crafted a logomark that’s as fluid as lounge fabric, paired with a jewel‑toned palette (think emerald meets coral).
Typography and Iconography: Elegant serif meets playful glyphs, giving Elide both gravitas and flair.

Value Proposition and Positioning
We wrote crisp VMV statements—“Elevated comfort. Cultural pride. Timeless style.”—then wove them into on‑brand copy that sings on hangtags, website headers, and Instagram bios alike.

Deliverables and Hand‑Off
In just three months, we delivered 10+ key assets: full brand guidelines, logo files (AI, EPS, PNG—you name it), mood boards, sample mockups, and a “Brand Bible” that even your grandmother could follow.

By launch day, Elide had everything it needed to make a splash:

◈ 10+ Deliverables covering every brand touchpoint

◈ 3‑Month Timeline from blank slate to board‑ready identity

◈ 100% Founder Satisfaction (yes, there were high‑fives)

With a polished brand in hand, Elide was primed to captivate fashion‑savvy loungers everywhere—and sure enough, their soft‑launch pre‑orders outpaced initial targets by 25%.