Deliverables: Brand Identity
Elana, the Los Angeles-based brand founded by Elana Mashian and her two daughters, needed a brand identity that could introduce and celebrate the concept of two generations coming together to create something greater than either could achieve alone. The challenge was to communicate a story of mutual inspiration, where the elegance and refinement of Elana’s past balanced with the fresh, contemporary perspective of her daughters—creating a bridge between old and new in a way that felt both aspirational and authentic.
Solution:
The brand identity centers around a logo that captures this intergenerational harmony, with a loop in the “E” designed to represent a thread, symbolizing the act of weaving together two generations’ unique styles into a cohesive, sophisticated whole. This “thread” not only signifies the craftsmanship behind each garment but also embodies the idea of growth, support, and the continuous evolution of tradition.
The color palette is refined yet fresh, combining timeless neutrals with subtle, modern accents, while vintage-inspired typography subtly nods to Elana’s fashion roots from the 80s and 90s. Elements of Elana’s Middle Eastern heritage are integrated into the branding, adding depth and meaning without overpowering the contemporary feel. The result is an identity that balances the classic with the avant-garde, giving a nod to the past while celebrating an empowered, forward-looking vision that resonates with a modern audience.