In 2018, I designed the calendar that I wanted but couldn‘t find and started sharing it. After a while, I ended up with an Etsy shop that sold multiple calendars... and needed a brand refresh.
SCOPE: print design • branding
ROLE: designer • shop owner
RESULT: better products and opportunities
While I wanted the brand to maintain its distinct look and feel, I was working to revise its components so they wouldn‘t clash with the different art added to each calendar.
I opted for neutral colors and earth tones along with strong yet unobtrusive letterforms for a minimal and polished look that wouldn‘t overwhelm the calendar art—while also sprinkling in a nod to magic and keeping the overall aesthetic connected to the (meta)physical world.
I changed the shop name from Astrology Calendars Co. to Zodiac Ink to leave the door open to maybe sell items other than calendars in the future while also striking a tone that felt more in-line with the brand.
I used imagery from previous calendar iterations on the stylesheet for the refresh to ensure that the elements I was updating meshed well with the existing vibe.
This side- by-side comparison shows changes to the typography, symbols, and name/logo.
The simplified symbols work more seamlessly across the shop‘s varied calendars.
I selected photo mockups to mirror the Scandinavian aesthetic of the calendars they display.
All the elements come together in the shop itself.
