Context

Paula and Luisa was founded during my training as a fashion designer and bespoke tailor, in collaboration with a friend. What started as a personal project of creating individually embroidered pieces for friends quickly evolved into a small, independent brand, driven by our shared passion for textile craftsmanship and contemporary design. Our goal was to combine traditional embroidery techniques with a modern visual identity, making our products accessible through digital platforms.

Problem

As a newly founded independent brand, building a recognisable identity and reaching an audience were two of the main challenges, especially without external funding or a physical store. The brand needed a visual language that would communicate authenticity, craftsmanship and individuality, and that would make it stand out in the fast-moving world of social media and competitive online marketplaces.

Process

The entire brand was developed independently using platforms such as Instagram and Etsy. Instagram was the main channel for branding, storytelling and community building, while Etsy was used as an online shop and sales platform. All photography, video production and content creation for Instagram and TikTok were self produced and edited using Lightroom and Photoshop. The visual direction was intentionally kept raw and authentic, drawing inspiration from the natural aesthetics and atmosphere of the Lake Constance region. This approach also informed the branding and colour system.

Output

The final outcome was an independent embroidery brand that was fully developed and had a consistent visual identity across digital and physical touchpoints. The branding combines muted natural tones with contrasting accent colours to ensure clarity and recognition. As well as an online shop, the project included social media campaigns, product photography, packaging design, and the production of visual content. The result was a cohesive brand experience that brought together craftsmanship, contemporary aesthetics and digital communication.