Some stories can only be told in colors, symbols, and quiet elegance. That’s the heart behind the creation of Dorthea, a brand inspired by the life and spirit of a woman who was as adventurous and brave as she was graceful and wise. Dorthea is not just a passion project, it’s a deeply personal homage to my best friend, Dorthe, who left this world far too soon but whose light continues to inspire.
The Soul of Dorthea
Named after one of Dorthe’s beloved nicknames, the brand captures her love for nature, her connection to the ocean, and her ethereal beauty. Her favorite flower, the hibiscus, serves as the foundation for the logo design. It’s an emotional anchor that ties this brand to her love for Key West and her graceful, sunny presence.
The Brand Identity
Logo Design
At the center of Dorthea’s branding is the abstract hibiscus logo, with a fluid and organic design that mirrors Dorthe’s natural connection to the earth and sea. The shape also evokes the sun, Dorthe’s own radiant energy, and the figure of a person, symbolic of her soulful connection to the world around her. This logo speaks softly but profoundly, much like the woman who inspired it.
Typography
The typography is minimalistic yet sophisticated, a reflection of Dorthe’s elegant and understated charm.
- Primary Font: Jost – Modern, clean, and airy, it conveys simplicity and serenity.
- Secondary Font: Merriweather – A serif font chosen for its warmth and classic sophistication, it complements the primary font while adding depth to the brand.
Color Palette
The muted greens and soft cream tones reflect Dorthe’s deep connection to nature and her serene spirit.
- Dark Forest Green: Represents the lushness of the earth and Dorthe’s grounded nature.
- Off-White Cream: A nod to simplicity, elegance, and clarity.
- Pale Coral Accents: Inspired by the hibiscus flower and sunsets over Key West, it adds a subtle vibrancy to the palette.
The Brand's Voice
Dorthea is a sanctuary for the mind, body, and soul. It whispers peace, radiates warmth, and invites authenticity. The language is intentionally minimal, reflecting Dorthe’s effortless way of making others feel seen and understood.
Visuals & Applications
- Stamp-Style Logo Variation: A circular emblem featuring the hibiscus and the text “House of Mind, Body & Soul” is used across branding elements to create a sense of exclusivity and intimacy.
- Photography: The brand’s imagery is soft, natural, and immersive. Photos of hibiscus flowers, ocean waves, and serene moments echo Dorthe’s love for the outdoors and her almost ethereal presence.
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Taglines:
- House of Mind, Body & Soul
- Key West Sanctuary
The Vibe
This brand feels like a walk on the beach at sunrise, calm, grounding, and full of quiet hope. It’s about stepping into light, embracing simplicity, and honoring both nature and the soul. Every visual element reflects Dorthe’s ability to find magic in the ordinary and her innate connection to the beauty of the world around her.
The Emotional Connection
Dorthea is not a business, it’s a feeling, a memory, and a tribute. It’s a way of ensuring that Dorthe’s radiance, her bravery, and her boundless love live on. The abstract hibiscus logo, the warm and minimalistic branding, and the serenity of the imagery all serve as reminders of her essence.
This project, though made up, is a beautiful reflection of the real impact one extraordinary person can have on a life. Dorthea is more than a brand, it’s a legacy of love, authenticity, and connection.
Thank you, Dorthe, for the light you brought to this world. This is for you.
