The Yellow Butterfly Branding
SCOPE
Art Direction
Discovery & Strategy
Logo Suite
Color Palette
Typography
Brand Guidelines
Custom Lettering
Illustration
I first met Dev when she was a contributor to Spoonful magazine. When she was ready to rebrand her blog under a new name, she came to me and I'm so glad she did. The Yellow Butterfly is so much more than a food blog. At its core, it's founder Dev Amadeo's love letter to her daughter.
Dev is the mother of Mariana, who was born with a rare genetic disorder. Through her research, Dev discovered how nutrition could impact Mariana's development and wellbeing, and that sparked a deep love of cooking. Sadly, Mariana passed away, but that didn't keep Dev out of the kitchen. She wanted to rename her site after the yellow butterflies that kept appearing after her daughter's passing, a gentle reminder that Mariana is still with her. Helping Dev tell this story with so much care and intention was truly one of the most meaningful projects I've ever worked on.
Logo Suite
Dev came to the table with a clear, specific vision, and it was a joy to bring it to life. Her style is classic, clean, and delicate.
I created custom monoline lettering paired with Karolina Lach's rounded serif font Arbutus Slab, with a yellow butterfly gently landing on the curve of the "w." Mariana's favorite color was yellow, so finding exactly the right shade was non-negotiable.
I kept the butterfly shape simple so it wouldn't compete with the stunning food photography on Dev's site. For the brand marks, I added a hand-painted texture to the butterfly to convey movement and tie into the custom floral illustrations created for the brand. The goal was a logo suite as warm and inviting as Dev herself.
HORIZONTAL LOGO
STACKED LOGO
BRAND MARKS
FAVICON
Custom Type and Illustration
I created a series of custom lettering and illustrations to be used as decorative elements throughout The Yellow Butterfly site and brand. Dev wanted custom lettering to highlight specific sections on her site, so I expanded on the monoline script from the logo for these call-outs:
Hello Butterflies | Welcoming readers
Currently Craving | Recipe spotlight
Join the Flutter | Subscribe to The Yellow Butterfly newsletter
Dev | Custom sign-off