Brand Identity, hand lettering, typography, illustration, package design, merchandise

Founded in 2014, Spruce is a style consultancy with an in-house barbershop and clothier located in Denver, Colorado. Created by wife and husband team Becca and Taylor Romero, their mission is to empower people by helping them to look and feel their best. Since the brand has grown into selling products and clothing in their store, the brand needed an update and a more professional, clean look.

Brand Identity

Though Spruce’s old branding had a nice hand-drawn quality to it, the brand needed a revamp for their growing business. The new branding is cleaner and more expensive looking. I kept the brand’s original colors but updated the look with line vector illustrations and vintagel typography. The end result is more masculine and sophisticated.

Packaging

Spruce’s old labels utilized their old logo and had a homemade, crafty feel to it. The new labels appear more expensive and more of an exclusive, masculine brand while keeping it’s Denver Hipster quality.

Merchandise

Preliminary sketches

Exploration of hand lettering and logos