As part of developing the visual identity for Moda, I explored a wide range of different typefaces. From the beginning, I was drawn primarily to serif typefaces, as they naturally convey a sense of timelessness, sophistication, and luxury — exactly the feeling I want the brand to evoke. I felt that a serif style would complement the refined yet modern aesthetic that Moda represents, especially given the high-end, boutique market I am targeting.
I tested several options, experimenting with different weights, flourishes, and personalities, always keeping in mind the balance between classic beauty and contemporary design.
Official Typeface
After much consideration, I selected Cormorant Garamond Light Italic as Moda’s primary typeface. I believe it captures the perfect balance of elegance, luxury, and modernity that I was aiming for. The subtle curves and refined details of Cormorant Garamond feel sophisticated without being old-fashioned.
For my secondary typeface, I chose Jost Light. Jost is a clean, geometric sans-serif font that pairs beautifully with Cormorant Garamond. Together, they create a harmonious balance: Jost brings a modern, minimal edge that keeps the overall brand feeling fresh and contemporary, while Cormorant grounds it in sophistication. I feel that these two typefaces complement each other perfectly and reinforce the core identity of Moda.
When creating the wordmark for Moda, I decided to keep it extremely simple and elegant. I believe that when a typeface is chosen thoughtfully, it can stand strongly on its own without the need for additional graphic symbols. In luxury branding, restraint often speaks louder than complexity.
By allowing the typography to be the hero, the wordmark feels timeless — something that will remain stylish and relevant over the years rather than following short-lived design trends. Simplicity not only ensures longevity but also strengthens the sense of sophistication and confidence the brand seeks to project.
Developing the colour palette was another crucial part of shaping Moda’s identity. I wanted the palette to reflect luxury, modernity, and warmth without leaning too sterile or too traditional. While exploring different colour options, I paid close attention to shades that felt rich and inviting but still minimal and refined.
I initially experimented with a classic black-and-white combination but soon realised I wanted something softer and more distinctive. Black and white can sometimes feel too stark for the warm, elegant experience I envision for Moda.
Official Colour Palette