I have two brands for the same company. In both cases the product offering is the same: For the audience that that wants more unique bedding (comforters, dust skirts, pillow shams and throw pillows) that reflects their taste instead of ready-made bedding from places like Pottery Barn and Bed, Bad and Beyond, but also aren't inclined to hire a personal decorator nor to spend lots of time at decorator fabric showrooms to then hire a seamstress.
This web-based business will allow customers to select the size of bed, the style of comforters, dust skirts, pillow shams and throw pillows, and then drag and drop thousands of designer fabrics on to the form until they have designed a bedding ensemble that meets their needs. Then they just order and we do the rest.
The difference between this brand and the other brand (which is called GoMakeYourBedding.com, for which we just completed a 99designs contest for the logo today) is the audience, and we therefore need a very different personality logo.
The audience for this brand is very upscale, very confident in their own design and creativity capabilities, and they place a high priority on unique personal expression. They do not want off the shelf home decor items. They want bedding that reflects their unique taste.
This brand will also target professional decorators. So this needs to feel more like an established business for the trade.
And although we know that the targets are very design savvy, in fact are critical judges of design, their design style will be all over the place...so it's not just modern, or just classic, or just conservative, or edgy, etc. Their styles will be all over the board, so I don't want to go out on a limb any style direction.
Instead I'd like to stay very upscale, SIMPLE, and look established and professional, while looking like we know what we are doing with design.