Concept
Modern Love greetings cards and gift dressings are for lesbian and gay couples to celebrate their love for one another, whether that be on a special occasion or on their anniversary, married or unmarried.
A gap in the market was identified for LGBT+ anniversary cards, with LGBT+ couples becoming more widely accepted within society, this was an area which needed proper representation.
The imagery in Modern Love focuses on nature to reflect and celebrate the natural qualities of love.
Target Audience
Modern Love greetings cards and gift dressings are aimed at lesbian and gay couples in the age range of 16-40 years old. These people will be contemporary and modern, however enjoy a splash of fun colour in their life.
Logo
The simplicity of the logo reflects the naturalness and simplicity of love, whilst the sans serif allows it to remain contemporary. The love heart replacing the “o” in love is a reflection of the sending situation of this collection, whilst still remaining subtle.
Colour Palette
One of the most recognisable symbols of LGBT+ is the rainbow. This formed the base for the colour palette for Modern Love, to provide a link between existing LGBT+ symbols and this collection. The use of bright colours also reflects the happy occasions these cards will be sent and received for, creating a positive aesthetic, one which strays away from the stereotypical red colour palette of anniversary cards.
Typeface
Sofia Pro Semi Bold is the only typeface used in the Modern Love collection. The round shaping of the letterforms create a very friendly appearance, which reflects the happy style of the greetings cards and gift dressings. The sans serif style of typeface ensures the products appear contemporary and clean, and also don’t detract from the imagery and patterns.
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