Dreamerie Exchange was a startup lifestyle brand selling small-batch, hand-poured affirmation candles with an intention to expand their product lines into body and self-care offerings in the future.
I developed the brand identity in line with the needs of her target audience: with an aesthetic and vibe that lets them embrace their own journey and provides affirmations without toxic positivity, it encourages them to immerse in the ups and downs of life.
The moon is the middle ground between the light of the sun and the darkness of the night, and thus, often represents the realm between the conscious and the unconscious, a field of our hidden dreams.
In astrology, the moon is a symbol of the soul and could provide an analogy for the stages of human development with the crescent being youth and adolescence. But at the same time, it could represent an inner development and journey: a growing and fulfilling soul.
The sun is a representation of inner fire and light that breaks through the circle of completeness whilst radiating warmth and life-giving power. Our dreams shouldn’t be a dim light that we guard fearfully. We should bring them to light, so it not only gives power to us but can elevate and vitalize others as well.
The delicate ligatures in the wordmark symbolize the support of the community and the connection between like-minded souls.