branding – digital – print

Gentle Fawn

Brand discovery playbook

Gentle Fawn is an apparel brand founded and based in Vancouver, BC. Laura Ramsay Design was hired to rebrand their current look, and to elevate look and feel to their new target market. Gentle Fawn brings femininity into the everyday citizens of the world. At LRD, we built a Brand Playbook which helps guide their business in bringing consistency throughout all mediums and platforms. We update the Gentle Fawn logo, the GFX by Gentle Fawn logo and the intimate by Gentle Fawn. The primary and secondary fonts, colour palette, photography styles, and applications were updated. We determined their core values, personality, voice, for their current target audience.


In collaboration, we worked on recreating their updated brand guidebook to reflect their ever growing target audience. Laura found this project easy to relate to, as she falls within that demographic their looking to pivot towards. Gentle Fawn is growing up and they’re target audience is as well, and they’ve followed them throughout the years.


The visual style we went for is legible, approachable, and understated with a sophisticated touch of freshness.

We created a look for their image style, tone of voice and updates to their brand elements and logos. We made sure the finest details were met with each chapter of their business. When handing off their new style guide, we made sure all parties involved understand who they are, and how to continue the brand experience amongst all platforms moving forward.

Brand Direction

legible, approachable, understated, freshness


Creative Director: Jon Maltby

Let’s bring your brand to life.

Voice & Editorial Angle

Logo Design


Booking 2024

Get in touch

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