“Rooted in the Virgin Islands”

Sunday, June 1st

BRANDING AND CONTENT

Charlotte Amelia is a mindful clothing brand born from a deep need for change, a response to fast fashion’s carelessness and the toxic materials woven into our everyday lives.

A subtle but meaningful detail lies within the logo design: while most of the name is set in the regular weight, the letters H, E, A, and L appear in bold. This intentional shift quietly highlights the word “heal,” reflecting the brand’s deeper purpose: to nurture both the skin and the environment. It’s a logo that feels deeply intentional, a modern symbol of care and conscious fashion.

Charlotte Amelia it’s a lifestyle that honors self expression, mindful living, and the beauty found in every moment.

For the imagery, I combined digital and analog photography to capture the essence of the modern muse, someone grounded in the now, yet inspired by the timeless beauty of the past. Each frame becomes a quiet homage to nostalgia.

This brand identity project encapsulates an entire universe. Built with intention, beauty, and emotional depth. It goes beyond aesthetics to create a world where every element, from typography to texture, speaks the same visual language. Through storytelling, it reflects a brand that isn’t just seen but felt.