Dame is a small e-commerce site whose name was inspired by Bette Davis. Their target customer is a confident woman who is always unafraid to unabashedly be herself. She wears dresses because she wants to, not because she has to.
I began with designing the logo, which I knew I wanted to be hand drawn with slightly vintage inspired typography. I started my hunt for inspiration with film posters and advertisements from the 40s and 50s, focused around women. From there I moved on to hand sketching a few logo ideas.
From my sketches, I chose the logo that I thought best embodied the Dame aesthetic: effortlessly glamorous with a hint of devil-may-care. The shape of the D almost suggests an eye, Bette Davis’ trademark.
After looking at similar small e-commerce brands that I think have successful website designs (Margaux, Sézane, M. Gemi, among others), I decided to make the design for the home page relatively simple, with key pages accessible via top navigation and full-screen banners for rotating featured categories.