Rustic Vibes: Building Daring Hare’s Brand identity system
PROJECT Overview
SERVICES:
BRAND IDENTITY
LOGO DESIGN
PACKAGAING
STYLE GUIDE
Daring Hare is a Cornwall-based lifestyle brand rooted in sustainability and artisan craftsmanship. During the summer of 2020, I had the privilege of crafting their brand identity to reflect their ethos and unique personality. The aim was to balance a rustic, hand-crafted aesthetic with a luxurious feel, positioning Daring Hare as a distinctive and high-quality brand.
THE CHALLENGE
To develop a cohesive brand identity system that embodies a sustainable, artisanal ethos while maintaining an air of understated luxury.
Create packaging that reflects the handcrafted and premium nature of their products.
Provide a style guide to ensure consistent brand application across touchpoints.
THE PROCESS
Discovery Phase:
I worked closely with the founder of Daring Hare to uncover their brand values, mission, and target audience. Sustainability, craftsmanship, and exclusivity emerged as key pillars.Moodboards & Art Direction:
Inspired by Cornwall’s natural beauty and rustic charm, I crafted moodboards emphasising earthy tones, hand-drawn textures, and rustic typography.Logo Development:
After exploring sketches and concepts, I designed a logo featuring a stylised hare - a nod to their name and connection to nature - paired with a rustic serif font.Brand Assets:
I created a versatile system of backgrounds, patterns, and graphic elements, emphasising natural textures and hand-crafted details to reinforce the artisanal feel.Packaging Design:
Packaging was designed with sustainability in mind, incorporating eco-friendly materials, minimalist design, and soft natural colour palettes.Style Guide:
To ensure consistency, I delivered a comprehensive style guide detailing typography, color usage, iconography, patterns, and layout guidelines.
THE result
The Daring Hare brand identity blends rustic charm with a touch of elegance, capturing their focus on sustainability and quality. The cohesive design system gave the brand a strong, consistent look across their packaging, marketing, and online presence.
"The brand identity system exceeded my expectations! It perfectly encapsulates the spirit of Daring Hare - both grounded and luxurious. The style guide has been invaluable in maintaining consistency across all aspects of the brand."
Nathan Stone - Founder
CONCLUSION
This project was a rewarding opportunity to combine thoughtful design with purpose-driven values. Helping Daring Hare bring their ethos to life visually and sustainably has been one of my most fulfilling projects.