Rebranding a 30 year fashion legacy.
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 30 years (20 in its Hayes Valley location) a rebrand was called for to reestablish its singular status amongst both neighborhood boutiques and international corsetmakers. The identity needed to feel both timely and timeless, inspired yet elegantly restrained.
Due to the scope of Dark Garden’s influence as a community leader, event identities and sub-brands were also necessary. Notable among these was Fête de Cupid, a ball and immersive experience in New Orleans.
The success that followed this rebrand in the year after its unveiling helped to allow Dark Garden to open a second boutique location.
Role: Designer & Creative Director. Website co-design & development: Jay Wong.
