South of Libbie started in August 2016 as an etsy shop and grew into an online business created by Christine, who was looking for something that could increase flexibility in her life, so that she could spend time with the most important people to her, her family.
Christine felt that her logo was stuck in the more formal, stuffy side of monogrammed linen companies and wanted to reflect her personality and goals in her brand.
Brand research & Positioning
Discovery & Inspiration
Messaging - Tagline & Oneliner
Logo Marks & Custom Pattern
After researching and discovering characteristics of her business, her personality and her customers, we wanted to create a sophisticated but friendly, high-end but approachable, and traditional but southern aesthetic for her branding.
The logo is made up of vintage inspired elements that we found throughout her inspiration. The submark was inspired by a vintage keyhole in a door. We wanted her logo type to be custom, so we took a serif font and completely customized it by changing the serifs and adding the swoops in the T and L.
We decided to bring in a symbol of Charleston, South of Libbie’s home base into the secondary submark. The Pineapple not only symbolized Charleston, but also hospitality, which is at the root of South of Libbie.
South of Libbie was created with a heart for encouraging others to create memories with the ones they love around a dinner table. At South of Libbie, we truly want our customers to use our products in a way to create relationships and form memories. That’s why our linens are made to stand the test of time and hopefully be passed on, so that next generations can create their own memories with their family’s heritage in mind.