Dark Garden Rebrand
A legacy brand with a 30 year history of local manufacturing, Dark Garden is known throughout the world and in its hometown of San Francisco for reviving the craft of corsetry for a modern era. After 20 years in its Hayes Valley location, a rebrand was called for to reestablish Dark Garden’s singular status amongst both neighborhood boutiques and international corsetmakers. The identity needed to feel both timely and timeless, and we decided on an art nouveau-inspired yet elegantly restrained direction.
As a retail manufacturer and boutique, many deliverables were required to bring the identity up to date. Collateral included everything from shopping bags, website refresh, store signage and hangtags to product line sheets, garment labels, full brand guidelines and even the naming of new couture collections. Due to the scope of Dark Garden’s influence and status as a community leader, event identities and sub-brands were also necessary. Notable among these was Fête de Cupid, a ball and immersive experience celebrating the opening of a second boutique in New Orleans.
DarkGarden.com / Role: Designer & Art Director / Client & Collaboration: Marianne Faulkner, Associate Creative Director & Autumn Adamme, Proprietress & Creative Director, Dark Garden / Website Co-Design & Development: Jay Wong / Photography: Gina Barbara, Joel Aron