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It’s what’s inside that counts… meet Beholder. A 100% recycled cotton tote bag company. Beholder are a brand that is fun and friendly to both people and planet, their target customer would be between 18-38 and invested in sustainable products. I wanted to keep the branding fun and free to appeal to the right people.

I aimed to achieve this through the use of earthy tones and handwritten script fonts and dawn/sunrise vibes photography.

Their slogan which is ‘It’s what’s inside that counts’ and this could mean literally what's in the bag or what it's made from or what's in the heart of the company. The eye represents the idea behind the name ‘eye of the beholder’ which again speaks back to the idea of its what's on the inside that matters.

This branding concept was created as part of a passion project.

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