branding is my love language.

Branding, branding, branding.

If there is one thing about me, I am a branding LOVER GIRL through and through.

Unfortunately, branding is the way to my heart and my wallet. I just love a brand that knows who it is, what it wants to project, and what feelings it wants to invoke.

a peek at my inspo board

When working with Morgan, we kept going back and forth on how to project the feeling I had in my mind for The Squeeze. It took us a few tries. Thank the universe for Morgan's eternal patience, but we finally got it right. Some words I kept returning to were warm, juicy, midcentury newsroom, bodega. I know a lot to unpack there. But behind each of these words, there was a feeling of a creative, diverse community that I wanted to create.

Morgan and I agreed that the colors should be the leaders, but we wanted something simple yet compelling for the logos and fonts. We ended up with a few variations that are so much fun and feel like they perfectly set the tone for what I hope this little space will grow into.

The other day, while unpacking some old boxes from Limoncitos branding days, I found a whole packet of inspo from different brands I'd loved and kept that felt like the earliest iterations of this little idea and direction.

Sometimes, it takes a little while to bring something to fruition or even know what that thing is, but it felt so emotional to see the pieces of Limoncitos and four years ago pandemic Michelle come through this new project Morgan branded.

We tried out a ton of different font options. I oscillated between something bold and dramatic (the sag in me was coming out loud and proud) and something more straightforward. In the end, I feel we have found the perfect balance.

The primary font seemed to call back to the brand's juicy citrus roots, bridging the gap from Limoncitos to The Squeeze.

The secondary font felt simple and bold, and it evoked the midcentury modern vibe I wanted to convey.

The accent font is fun, and the movement adds sparkle and zest to the trio.

I keep thinking about how good they feel and imagining them on larger surfaces down the line as a sign of a creative wellness space, perhaps?

One can hope, tiny steps at a time.

As always, thanks for being here and following along.