PHETISH
Branding/Logo Design/Packaging Design/Art Direction
I was approached to create a brand identity for the footcare company Phetish.. The darking and provocative name, presented a unique challenge when aligning the visuals with the request for a high-end, luxurious and elevated brand feel..
With the goal of presenting to Sephora, the brand identity intended to speak primarily to Millennials and Gen Z consumers heavily engaged with social media and global beauty trends.
I created an identity based on the definition of the word “fetish”,- staying true to the origins of the term: that of witchcraft and the supernatural., and traditionally coming from an adjective meaning “made by art” speaking to the luxurious and artisanal nature of the products themselves.
To mimic the magical concept, the logo has the ability to move, shift and warp its letters and form. Historically, blue was the most expensive pigment used in painting which is why it was chosen as the primary brand colour.
Imagery from the 17th century was carefully chosen to support the brand aesthetic – the period marked by the infamous Witch Trials.
This connects Phetish to the mysticism of witchcraft, the therapeutic nature of herbal remedies, and a feeling of empowerment honouring these rebellious forward-thinking women while staying in-line with modern trends of bold colours and heavy typefaces.
