A merch brand with main character energy! Purple Crave celebrates pop culture and celebrity obsession with a fun, colourful vibe that subtly nods to LGBTQIA+ pride.
The brand identity was designed to be cute enough to wear, using soft pastel tones and a badge-style logo system that feels right at home on hoodies, keychains, or your stan shelf.
It’s not just merch; it’s an aspirational identity for fans who love loudly and live colourfully.
From 'Chaotic Vibe' to 'Purple Crave', this rebrand was all about transformation. Keeping the heart, but dialling up the fun, flavour, and flair. I worked with the founder to create a merch-ready brand that’s as expressive and iconic as the pop culture it celebrates.
I approached this identity through a series of iterative sessions with the founder, diving deep into everything they love; blending early 2000s aesthetics, pastel streetwear, meme culture and modern queer joy. Together, we explored type, shape, and tone until we landed on something that felt just right: cute, confident, and completely brandable.
The soft rainbow palette was crafted with intention. It's a subtle nod to the LGBTQIA+ community, and a visual metaphor for inclusivity and playfulness. The scalloped badge mark makes the identity ultra-flexible, working across merch, social, stickers, and packaging, while feeling like something you’d genuinely want to wear.
Where 'Chaotic Vibe' felt raw and experimental, Purple Crave is its polished, pastel-powered evolution; a brand built to grow with its audience, inspire community, and most importantly, look amazing on literally anything! 🤭