This meant creating a logomark that exudes elegance and beauty also. Sometimes simple is the best form of beauty which is why a simple wavey circle is the companies main form of identity. This shape subtly refers to the basic shape of a scrunchie which was the owners first venture into the business.

Another main part of the logo was the name and typeface used to portray high quality and elegance. I designed a serif slab typeface to showcase this. Making thw type lowercase was a concious decision to create a playfulness to the identity as the products produced by the business were exclusively for children.