Annie came to us with a business concept that she wanted to bring to life, a high end fashion brand that created beautiful garments from wool for women. After understanding exactly what she wanted and who her target audience was, we went about coming up with some brand name ideas for them. We wanted something that subtly nudged to the idea of wool… And Flock was born. We then created several ideas on brand design and how the website could look. We wanted a brand that was flexible, beautiful, stylish and modern. The hexagon mark comes from the idea of how cotton grows, we then applied some lines to subtly give the feeling of wool and being wrapped up nice and warm in their beautifully warm clothing.