Clothing for the elegant tomboy

The Jaimie label is a boutique, multifaceted lifestyle venture that fuses fashion, art, photography, and music led by designer and DJ Jaimie Webster Haines. With an emphasis on limited, quality timeless design and relaxed silhouettes.

We designed a brand to capture everything that Jaimie is, which is A LOT.
Her brand's values are a melting pot of charisma, energy, joy, charm, authenticity, and community all mixed with a good dose of fruitiness. Yet her product is very pared back, laid back and beautifully minimal. The design system is made up of a range of logo marks, that enable her to flex her brand's personality in different ways, with rich underground colour pallets and considered typefaces. The outcome is a mixed bag, but all comes together with tasteful product photography to feel like one consistent brand and product ecosystem.