New Logo and Identity for Vellie by People People

Starting with the visual brand, our goal was to convey the feeling of ‘being wrapped in love’. We developed custom typography for the logo, with flowing letterforms that connote embrace—an idea echoed in the accompanying ‘V’ icon. For secondary use, a mixture of refined, lightweight sans-serif and serif typefaces lend a feeling of gentle airiness.This sense of softness and care extends throughout Vellie’s identity: from thoughtful, tactile finishes like embossing on the packaging design suite and collateral, to carefully crafted messaging and a tranquil, inviting website design. A soothing palette of warm neutrals was inspired by the natural materials used throughout the product line, and carefully selected to complement the flagship wrap colors.People People provided text