Taylor Jay is the label of the eponymous designer from Oakland, CA who has become a local staple in the provision of sustainable clothing basics. Taylor Jay decided to move from their single brick-and-mortar model to e-commerce, and needed their brand to adapt to their growth.
We immediately focused on the clothing, to truly understand and translate the value of their offering. Up until this point Taylor Jay had focused on the idea of versatility, but there was so much more to the clothing than meets the eye. We identified the core values of comfort, inclusivity, and sustainability, and approached them from an intersectional perspective. We created the concept of elevated comfort, to emphasize the intentional simplicity and smart design features. These key concepts informed the design approach.
For the logo we wanted to convey the timelessness, fluidity, and breathability of the clothing, as well as adopt a modular build that could be used to differentiate the price points of the clothing collections (Taylor Jay and TJ). This modularity and the intersectionality of the core values then inspired modular patterns that could be used as additional graphic elements across the visual identity.