Fed Up Club
Brand Identity, Logo, Style guidelines
Brand
Identity
The Fed Up Club is not just a brand—it’s a movement. A fierce, feminist, and unapologetic voice for those who are done playing nice with the patriarchy. The brand exists to challenge outdated systems, amplify marginalized voices, and spark conversations that are often silenced. This project involved crafting a bold, no-nonsense brand identity that captures the raw emotion, rebellious energy, and fearless attitude at the core of The Fed Up Club. Every element—from typography to illustrations—was designed to visually scream what the brand dares to say out loud.
My Role
As the brand identity designer, I led the conceptualisation, visual development, and execution of The Fed Up Club’s visual language. My contributions included:
- Brand Concept Development: Defined the tone, personality, and purpose of the brand to guide all design decisions.
- Logo Design: Created a custom logomark—a screaming mouth—paired with strong typography to embody defiance, power, and unfiltered expression.
- Typography System: Selected Lorimer No. 2 Condensed as the primary typeface to evoke a loud, commanding presence, and paired it with Barlow Condensed for body content and digital flexibility.
- Color Palette: Developed a deep, provocative color scheme featuring plum purples and bold reds contrasted with soft pastels. These choices reflect the brand’s balance of rage and grace—raw, feminine, and powerful.
- Pattern & Illustrations: Designed a series of illustrated screaming mouths used across assets to create visual consistency and reinforce the brand’s identity.
- Brand Guidelines: Documented the full brand system into a style guide to ensure future consistency across platforms and media.
Design Strategy
The design language of The Fed Up Club is bold, rebellious, and loud. Every asset is designed to cut through the noise, challenge the norm, and speak directly to those who are fed up with systemic inequity. The goal was to create a visually unapologetic identity that doesn't just reflect feminist values—it screams them.
Key Design Elements
- Logo: A screaming illustrated mouth paired with strong, condensed typography—acting as both a literal and symbolic act of reclaiming space and voice.
- Color: Deep purples and berry tones represent rage and revolution; soft pinks nod to femininity with a twist. White and black add contrast and clarity.
- Typography: Loud, tight, and strong. Text is never an afterthought—it’s a visual tool for shouting the message.
- Patterns: Repeat patterns of mouths and slogans add rhythm and punch to brand applications like posters, merch, and social posts.
Outcome
The Fed Up Club now boasts a visual identity that is as fierce and unapologetic as its message. The brand guidelines support consistent communication across digital, print, and social touchpoints, helping the community grow with a recognisable and defiant aesthetic.
