OBJECTIVE
This project aimed to create a comprehensive brand identity and visual system for Blossom Western Wear, a fashionable boutique in the heart of Amarillo, Texas. Known for its stylish take on traditional Western apparel, Blossom Western Wear is deeply committed to preserving the spirit of the American West while appealing to a modern, fashion-forward audience. The brand prides itself on supporting the local economy by sourcing all of its products from regional suppliers. Additionally, it aims to provide accessible, high-quality Western wear that remains affordable for its loyal customer base. This branding initiative sought to authentically represent the boutique’s mission, values, and aesthetic through a cohesive and visually compelling design language.

APPROACH
The creative direction for Blossom Western Wear drew inspiration from the natural beauty of the Texas desert landscape, infused with a lively and feminine twist that mirrors the boutique's unique character. A soft, sunbaked color palette—evocative of arid desert tones—was selected to evoke a sense of warmth, authenticity, and nostalgia. This palette was complemented by custom illustrations that add a playful and approachable personality to the brand.

Typography played a crucial role in capturing the dual nature of the brand, balancing modern femininity with traditional Western ruggedness. The primary typeface, Blithe Regular, features flowing, script-like lines reminiscent of a lasso in motion, subtly nodding to the grace and flair of Western fashion with a feminine sensibility. In contrast, the secondary typeface, ITC Kabel STD Demi, introduces a strong, structured element reflecting the heritage and durability of classic cowboy culture. Together, these elements create a brand identity that is both stylish and rooted in the authentic spirit of the West, aligning perfectly with Blossom Western Wear’s vision.