High end self-care brand
Brand and Logo Design Passion Project
Winnow; to get rid of something undesirable or unwanted.

In another life, I probably would have been a linguist. So in order to bring my two loves (words and design) together, I created the Merriam-Webster Word of the Day Brand Challenge.  In this challenge, I take the Merriam-Webster Dictionary word of the day, and create a brand based on that word and it's meaning.

On the 19th August 2021, I got "Winnow". This is what happened next!
Winnow Logo
At first, I was little bit stumped by the meaning of "winnow", but after a bit of mood-boarding and reflection I decided that "getting rid of something undesirable" was a kind of casting off who you used to be and embracing who you want to be. And from there I thought Winnow would be a high-end, luxury self-care brand, a bit like a spa.

This got me thinking about rebirth, and specifically nature as the ultimate example of rebirth. This took me onto some real dark academia, dark fairy vibes and eventually onto moths and butterflies as symbols of rebirth.

Green is a classic colour when it comes to representing rebirth, and keeping it dark makes it more moody, mature and elegant.
The geometric moth is unexpected, but unique and draws on that luxury, minimalist feeling.

Thinking outside of the box like this, and creating a whole brand story around one little word in the dictionary was a fun little challenge, and I look forward to challenging myself again!
winnow banner

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Laura F Gosney
Hi, I'm Laura
I create beautiful, personality-packed brands and websites that reflect your remarkable.

From showcasing your services or converting your customers, to building a life you love – design is at the heart of it all. And my strategic (yet aesthetic) design approach combines form, function and flavour to fashion your dreams into reality.
How can we work together
I acknowledge the First Nations people as the Traditional Owners of the land on which I live and work, i.e. Meanjin, Brisbane. Sovereignty was never ceded.
Copyright © 2023 Laura F Gosney ABN: 88 413 183 164

Words by Brit Stevens
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