Family Identity
Create a recognisable logo for shared family use
Uniqueness
Avoid wearing mass-market or repeated designs
Wearability
Designs suitable for everyday wear across genders
Longevity
Designs that evolve yearly without losing identity
Concept & Logo Exploration
The ELMW identity is built around simplicity, adaptability, and family connection. Early concepts were explored through digital sketches in Procreate, focusing on letter combinations derived from E · L · M · W, combined with subtle references to love, home, and a family of four. The goal was to create a logo that feels exclusive to the family while remaining versatile and timeless.
Final Logo
Selected concepts were refined in Adobe Illustrator, focusing on clarity, balance, alignment, and print suitability. The final logo emphasises clean typography and minimal graphic forms, ensuring it remains wearable across ages, genders, and applications.
While maintaining a consistent brand identity, each yearly design introduces subtle refinements and explorations, allowing the overall visual language to evolve while staying fresh.
2023
The first edition focused on establishing the ELMW identity through a minimal logo and clean T-shirt layout, creating a clear and recognisable starting point for the brand. To add a sense of playfulness, a word-search graphic was introduced on the back, subtly hiding the names of family members within the design.
2025
The design evolved into a repeating ELMW pattern, exploring fabric patchwork to enhance structure, rhythm, and visual interest, while maintaining practicality through functional details such as pockets. Originally conceived as a shirt design, it was later adapted into a T-shirt to better suit the year-round warm climate and active New Year celebrations, while preserving the original design concept.
2026
The 2026 iteration refines the ELMW identity with a cleaner typographic hierarchy and a darker washed fabric, adding subtle depth. White flock printing enhances contrast and tactility, resulting in a more timeless, everyday design.
2027
Originally designed in November 2025 for the 2026 Chinese New Year, this concept was postponed due to time and cost constraints and is planned for release in 2027. The design is inspired by MBTI, reflecting the four different personality types within the ELMW family through distinct colour expressions. The iteration explores richer surface treatments, including embroidery, adding texture and depth while maintaining overall visual consistency.
Beyond T-shirts, the ELMW logo was explored across items such as cap and badge. These digital explorations tested how the identity scales across different formats and smaller applications.
Real-life wear shots of family members, highlighting fit, scale, and the visual impact of the designs in everyday wear.
Identity Evolution
Maintaining recognisability while evolving designs yearly
Print Thinking
Designing with real-world materials and production constraints in mind
System Thinking
Flexible logo systems perform better than rigid, fixed marks