The purpose of this new branding was to reach both women and men; the ideal customer finds value in uniqueness, cares about the environment and has strong family bonds. The owner wanted to have a purpose behind every choice of color and typeface and to achieve a cohesive look through all her channels and activity.
The logo is a monogram with the business initials that looks like a tiny, cute whale. This sums up the core of the brand: the nature-concerned and the creative sides of this business altogether.