Desert & Denim          
Art Direction, Graphic Design, Photography
Desert & Denim approached me to rebrand the event for the 2018 year. This year they have expanded from men's fashion into fine art, lifestyle and home goods. The event brings artists, entrepreneurs and brand gurus from all over the world together in one insanely hot place, the Mojave Desert. This project will be ongoing with until the event happens in June of 2018. Keep up to date with the progress.



I started the branding with the base logo mark. I wanted it to reflect their beliefs in quality-made-goods and back-to-Americana aesthetic. The resulting mark feels like an American classic. The clean typeface, Korinna as the headline type and DIN & Maison Neue as the refreshingly modern secondary types give a nod at the past while keeping the overall aesthetic contemporary. The color palette came directly from the natural landscape of the Mojave Desert.

This year, there will be numerous aspects of the event that can be visited. We are approaching the setup of the space as a small community or town complete with a Community Center, Swim Club, Food Court, Wellness Center, Amplitheater, Art Gallery and even a divey Cocktail Lounge. Each one of these elements requires it’s own identity and vision yet needs to to fall under the larger brand of Desert & Denim.




Business Cards letterpressed by The Aesthetic Union          

I chose to work with The Aesthetic Union because of their acute attention to detail. All of their work is produced by machines that come from the golden age of printing. Each run is hand-inked to achieve the desired shade. This gives each card a unique level of craft that cannot be replicated by modern day digital presses.


Poster Designs.           


The posters I designed for this year’s event are going to be printed on newsprint and pasted up all over every major city in California promoting the event.
Vendor, Buyer, Press and Staff Badges.           


These badges help everyone at Desert & Denim know and understand who they are talking to. Utilizing a clean aesthetic with DIN as the main typeface.

Desert & Denim Newspaper: Desert Sun Times.           
Instead of using a standard phamplet to showcase our vendors and talk about the ins and outs of the event, we decided to create our very own newspaper that will be handed out to everyone upon entry. The paper features outlandish and over-the-top stories based loosely on last years happenings in order to create a bit of humor. It’s never a good thing to take yourself too seriously! Inside the paper, will feature tidbits on our vendors and sponsors as well as a map and schedule of events.



Website design for the 2018 year.           


For the website, I took items that were either made by current or past vendors and others that embodied the spirit of Desert & Denim and photographed them in the studio as a unifying visual element. These images provide a base guide to walk you through the site. For the color palette, we held to the washed-out palette of the high Mojave Desert. This faded palette works in unison with the direct sunlit lighting to further forge the relationship to the Mojave’s natural landscape.

Poster design for the Joshua Tree Swim Club          

T-shirt for the Joshua Tree Swim Club          



Poster design for the Angry Cholla Cocktail Lounge          



Information card for the Engram Connor Community Center         




Abeille          
Creative Direction, Art Direction, Graphic Design, Packaging Design, Photography, Brand Strategy
Abeille approached me to create their logo and packaging design for the AW18 launch of their products and web store.

Abeille is an all natural skin care company that boasts high quality products made with ingredients from the beehive. Using propolis, honey and beeswax, Abeille is able to produce products that not only make you look and feel younger, but are helping support the threatened honeybee species.



I started the branding with the base logo mark. It was important that we created a strong wordmark that was strong enough to stand up against the sea of other skincare brands yet femine and understated enough to exist on it’s own. The goal here was to create a brand that people wanted to keep out on display, not hide away in their bathroom cabniet.

We chose DIN 1451 (Deutsches Institut für Normung) as it has proven itself to be a strong typeface at all sizes, is strong enough to make itself know amongst a lineup of the best typefaces and has femine qualities (the way the “L” subtly slops to the left at the bottom) to it that give it that softness we were looking for. 





To bring in a human element, I chose to use expressive painted flowers. These elements serve as artistic elements that walk customers through the band. I chose flowers for two reasons. The first and most obvious being the dependency bees have on flowers in order to create the properties Abeille uses in their products. The second reason is that flowers have been used historically in art as a endless source of inspiration and subject matter. Fine art is a large inspiration for Abeille and is meant to be used as subtle accents to elevate the brand.



Packaging Design.           


We wanted to keep the packaging as clean and high end as possible while conveying the all-natural aspect of the brand. We did this by keeping a duotone color palette that mimics the colors found in the hive. The cream color reflects natural beeswax and comb while the reddish orange reflects propolis and pollen. We compartamentalized the information into a grid system that feels balanced and logical. Lastly, we ran the logo so large that it skirts the line of brand mark and graphic element.



Photography.           

The photography for Abeille is soft and sublte, almost dreamlike. This creates a feeling of timelessness and beauty that we want to be reflected in the products. A skincare routine is meditative and we wanted the imagery to reflect that.
Poster Design.           



FH Bird          
Art Direction, Graphic Design, Photography
FH Bird is a pop-up food cart specializing in asian style street food. Everything they make is “on a stick.” I was asked to create the identity as well as a series of posters to promote the brand.






Midnight Garden          

Photography, Art Direction, Graphic Design


I had the privledge to work with Midnight Garden to produce content for their upcoming album Blue Tomorrows, mastered by Sonic Boom of Spacemen 3. The idea behind the shoot was to convey the sadness that sets in while reflecting on better days. I did this by staging a still life with real momentos from the past.

Midnight Garden has an otherworldly sound that often times draws on the darker side of society. Much of the imagry the duo conjures up flirts with the line of reality and makes you start to question the ground you stand on. All of this is accented with beautifully 80’s tinged synthesizer melodies, driving guitar parts and almost hip-hop style drum beats.


It was important for us to keep the overall aesthetic feeling appropriate to the music. I was inspired by the 80’s horror/sci-fi films that turn reality on it’s head. The deep blues and bright reds (in the typography) came directly from the synthesizer tones. I wrapped it all together with imagry that felt hazy, sad and unclear.



Hirsch Botanicals          

Art Direction, Graphic Design

Hirsch Botanicals is the skincare brand of Maia Hirschbien, certified oleologist for the highly esteemed California Olive Ranch. Maia developed a passion for olive oil and all it’s amazing benefits while getting her masters at the University of Gastronomic Sciences in Italy. Hirsch is her venture into the realm of natural skincare and she’s already starting to make quite a name for herself.


Maia approach me to help build her brand from the ground up. This included

Naming
Positioning
Creative Direction
Art Direction
Packaging Design
Graphic Design

Studio Photography

For their packaging design and art direction I took sections of an abstract painting I did that represented the California landscape. The original painting is 18 x 24 inches acrylic on paper. The colors lend themselves to the golden rolling hills of Northern California. Keeping them soft toned suggests the results you’ll discover by using the Hirsch product line.

 
 
Copyright Jordan Vouga 2018
jordanvouga@gmail.com