Charlee’s Basket.

Discipline: Branding

Challenge: To create a brandmark and identity that would depict love and support to women in need.

Charlee’s Basket approached R-Co with a request for a brand for her blossoming charity. The charity stemmed from a personal tragedy where the client had learned, the hard way, that there is little support for mothers of miscarriage. After the disappointment (an understatement, I know), women are made to go into ‘function mode’, sorting through information pamphlets explaining coffins rather than receiving support. From her personal experience, she created the charity ‘Charlee’s Basket’.

The concept is simple. To those who have experienced tragedy from a miscarriage, they will received information on help groups and a hamper with assorted donated products.

As a result, the brand mark was created with a personal touch in mind. The hand lettering, paired with the contrasting navy to reflect the femininity of the market, but also depict the strength that is uncovered when misfortune occurs.