Oddbelle
OddBelle is an alternative retail brand celebrating indie makers, affordable art and hand-printed apparel for modern outsiders. Rooted in creativity, self-expression and storytelling, the brand has evolved from its handmade origins into a bold, personality-led destination inspired by mythology, folklore and alternative culture.
Branding & marketing Templates Gifting & apparel
For OddBelle, we leaned into a darker, more expressive aesthetic that reflects the brand’s alternative edge and storytelling roots. Visual elements draw inspiration from folklore, symbolism and handcrafted design, creating a layered identity that feels both intriguing and intentional.
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Typography plays a key role in balancing personality with clarity, combining expressive, character-led styles with more grounded, functional type. The overall design system allows for flexibility across apparel, packaging and digital touchpoints, while maintaining a strong and recognisable visual presence.
OddBelle came to me at a point of evolution - transitioning from a locally focused, handmade store into a more defined and expressive brand with a broader reach. The identity needed to honour its roots while embracing a bolder, more cohesive direction that could support both product and brand storytelling.
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My goal was to create a visual identity that could capture the brand's depth and personality while remaining adaptable across a wide range of applications - from screen-printed apparel to curated retail experiences.
The result is a brand that feels confident, distinctive and culturally resonant designed to connect with a community that values individuality, creativity and a sense of belonging outside the mainstream.
