A system to house all emotions.

Museum of Calm is an Indian clothing brand that makes 100% cotton comfort wear. They're built on the philosophy that everyone deserves a judgement free space to express themselves, and every emotion is valid. Their current product line features a range of tees with quotes that represent the same philosophy. I worked with the founders and to shape their brand identity, at the core of which is their cloud-shaped logo mark which was birthed from the insight that most people feel their calmest in nature, and we wanted a symbol which is recognizable and ownable.