Creating a brand should always be a fun and enriching experience, like it was when I worked for La Distinction.

About Branding

Getting to know the brand owner is an essential step in the branding process. I always try to develop a more personal relationship with my clients to better understand their needs.

That’s why I created a branding questionnaire in addition to the discovery call. It helps my client in writing down their feelings about their brand.

I ask them to describe their mission, vision, values, and anything else I need to create visuals that will fit them perfectly.

About A Brand: La Distinction

La Distinction is a fashion and styling house founded in 1983 in Kinshasa (Zaire).

At its head, you will find Maleki, an experienced and inventive stylist with fairy fingers and ideas to spare.

After almost forty years of existence and ten years online, we decided to give the brand a better, more contemporary look.

The Branding

The logo

The logo is a logotype (or wordmark). It consists of the company name written in all caps, adorned with the nickname of the brand owner in a script font, and slightly tilted as if it was a comma.

It comes in white and black.

The symbol

The symbol is an abstract drawing of the brand owner wearing a headscarf, with her hand on her hip. It was drawn by a family member some 40 years ago.

I scanned it to be able to use a vector version.

It comes only in white on a black square or round background.

The colours

As its name suggests, La Distinction wants to stand out, to “distinguish” itself from everything that is usually done.

So I chose a palette that compliments her the best, with neutral colours and a little bright touch.

The typography

Fonde is the primary type I selected for the headings on the website, in documents and in visuals. 

It’s an elegant and chic serif font that fits entirely with the brand vibe.

The secondary type, used for subheadings, body texts, captions and more, is a Google font named Raleway, an elegant sans-serif typeface.

Font pairing is essential for visual hierarchy and contrast between all written elements.

The mood

The overall mood of La Distinction is about creativity and uniqueness. The brand wants to be innovative and original in its creations.

They love mixing fabrics and styles to create colourful yet classy outfits.

The goal

A well-designed image gives an aura of professionalism to your brand.

As previously stated, your brand includes what your audience can see and how you make them feel, visually and abstractly.

So it’s important to remember that people are more likely to purchase from a company with which they have a personal connection.

Branding aims to elicit specific feelings and thoughts in people’s hearts and minds.

In conclusion

Branding is where everything starts for your business.

It is refreshing when your client understands that the concept of branding includes beautiful visuals as well as a good strategy. For a successful business, one cannot exist without the other.

The visuals will attract your ideal client, and the strategy will make them return every time.

Thanks for reading ☺️