brand reveal: grace et ollie | grief-based subscription boxes

Y’all, I can’t adequately express just how honored, excited, and over the moon I am to share this rebrand with you today!!!! Caitlin is one of the strongest women I know, and her mission behind Grace & Ollie is one I will forever share.

Grace and Ollie Brand and Logo Design by Kindly by Kelsea

After losing her son, Oliver, to preterm labor in 2016, Caitlin felt the Lord calling her to help others in her same position. She started what is now Grace & Ollie to provide beautifully and prayerfully curated gifts for the grieving mother and to remind her that she is seen and known. When designing her brand, I wanted it to be just as intentional, prayerful, and lovely as her heart for this business.

Grace and Ollie Brand and Logo Design by Kindly by Kelsea

Immediately after learning more about Caitlin, I was reminded of a verse in Isaiah, where the Lord tells us that we are engraved and held in the palm of His hands. It’s this bold gesture that remind us we are never forgotten, abandoned, or tossed out - even in our deepest desperations. The word, palm, in particular kept jumping out to me as something I knew we had to incorporate

The palm leaf itself, of course, symbolizes victory in the war of spirit over flesh. They are course, strong, and durable plants, but their growth rates are among some of the most varied for plants - some grow quickly and some take years. I immediately recognized how this mirrored the journey of grief - there is no one timeline for anyone, and everyone's journey looks different. 

Grace and Ollie Mood Board and Logo Design by Kindly by Kelsea


With inspiration in hand, I set out to designing! The butterfly was another symbol I wanted to weave in, somehow, as it’s the symbol for infant loss. Combining these two concepts, I illustrated a butterfly made of palm leaves as her primary mark. I wanted her design to feel natural, free-flowing and everything opposite of fussy, so I opted for a really natural handwritten script - the imperfections in the typography add a little extra character and realness. In her final logo, you’ll notice the butterfly “flying” off the edge of “Ollie” as a symbolic representation of hope and the promise of restoration.

Overall, this brand design was nothing short of an honor to do. I hope you’ll take a moment to check out Caitlin’s NEW website and share her mission with everyone you know!

Grace and Ollie Brand and Logo Design by Kindly by Kelsea
Grace and Ollie Brand and Logo Design by Kindly by Kelsea
Grace and Ollie Brand and Logo Design by Kindly by Kelsea

If you enjoyed this, you may also enjoy:

brand reveal: oak & ember photography

brand reveal: madison fichtl

brand reveal: kati hewitt photography

Kindly,

Kelsea