The Brief & Concept:
Originating from a design challenge to launch an online exclusive vintage men’s denim line The brief called for an online-exclusive vintage men's denim line that needed to feel powerful and gentle at once, no small ask for a single visual identity. VELLUM answers it by pairing heavy, structural lines with soft, organic crest geometry, referencing both the drape of worn-in selvedge denim and the texture of aged parchment.-, the
The Execution
Identity System: The core mark is a crest inspired by vintage denim pocket stitching, a nod to the product itself rather than a generic badge shape.
Color: Warm parchment cream forms the base, with deep rust red and raw charcoal for contrast. Authoritative without losing the vintage warmth.
Deliverables: Full brand mark suite, debossed leather waist patches, layered garment hangtags, and digital guidelines for the e-commerce store.
Role & Tools
I developed the concept, built the visual identity and typography, and produced the physical product mockups in Illustrator and Photoshop.
The Design Structure
The crest mark draws from vintage denim pocket construction and traditional parchment seals, built with solid, high-contrast lockups so it holds up across debossed leather, woven tags, and small metal hardware. Warm parchment cream anchors the palette, with rust red and charcoal adding the contrast that gives the brand its authoritative but inviting feel.
Reflection
This project provided an opportunity to explore the visual duality of power and gentleness within a specialized fashion framework. Building out the VELLUM brand meant ensuring the identity could maintain a high-end designer feel across wildly different physical materials translating cleanly from a deeply debossed leather waist patch to delicate, layered paper hangtags without losing its structural authority.