Daryn Roongrawewan is a designer who takes a unique approach to branding, crafting "ornamental icons" instead of traditional logos. Her work is a feast for the eyes, with a detailed and ornate style that draws from vintage design languages and everyday observations. Roongrawewan's approach to branding is deeply personal, with every mark carrying a meaning. She believes that taking inspiration from recognizable elements in the world adds a warmth that people can feel, even if they can't explain it.
One of Roongrawewan's notable projects is the brand identity for flower shop Atelier Lin. For this project, she dove into Slavic alphabets to create custom initials for the wordmark, incorporating "ornamental curves for softness and grace, but with purposely rigid edges, like carved metal, for firmness." The care cards for the florist also feature distinctive Victorian-era elements, including carpet bedding plans and monograms, while the illustrations are inspired by 1920s children's books. The designer's bespoke L in Lin is a clever visual trick that can rotate into different drawings of flower shapes, turning "a single letter into an ornamental icon."
For another project, Padma, a Los Angeles art and design studio rooted in ecology, Roongrawewan took a different approach. Instead of constructing a logo, she went out into nature to find one. "Nature already holds the shape of letters. The curve of a leaf, the subtle twist of a stem. The initial P for Padma came from watching more than creating," she says. The final logo draws from the shapes and gestures of the purple sugar magnolia snap pea, paired with a customized wordmark that mimics the nodes of the plant's stem. The designer then worked with clay and raw textures to translate this into visual elements for Padma's new website.
Roongrawewan's approach to design is a reflection of her personal philosophy. "I think my approach to design is a lot like my approach to the things I keep, even my tattoos. Every mark should mean something," she shares. This belief is evident in her work, where every element has a purpose and carries a meaning. Her designs are not just aesthetically pleasing but also carry a deeper significance, making them truly unique and memorable.
In my opinion, Roongrawewan's work is a testament to the power of personal expression in design. Her ability to find meaning in everyday observations and translate them into beautiful, meaningful marks is truly inspiring. What makes her work particularly fascinating is her ability to blend vintage design languages with modern aesthetics, creating a unique and timeless style. From my perspective, Roongrawewan's approach to branding is a refreshing change from the typical logo-centric approach, offering a more thoughtful and meaningful way to represent a brand's identity.
