A Vibe, Not a Trend.
Client: House of Chelsea B
Brand Type: Contemporary Fashion • Textile Art
Studio: Sereth Design
CREATIVE DIRECTION
Website Design
Website Development
BRAND IDENTITY
PACKAGING
THE WORK
Esther partnered with House of Chelsea B to craft a bold, boundary-pushing brand identity that brings Chelsea’s daring crochet fashion to life.
Working closely with Chelsea, she developed a visual system that captures the emotionality, artistry, and fearless spirit at the heart of the brand. A custom wordmark and monogram cleverly integrate a crochet hook—transforming a simple tool into an iconic statement. Vivid colours, expressive floral-inspired shapes, and layered textures weave together Chelsea’s influences from nature and fine art, resulting in a brand that feels as vibrant and daring as her designs.
To extend that energy beyond the garments themselves, Esther designed packaging, marketing materials, and a striking Shopify website that immerses visitors in Chelsea’s creative world. The site pairs playful interactions with unexpected layouts, challenging traditional ideas of crochet fashion and inviting the audience into an experience that feels more like an art show than an online shop. Every touchpoint—from runway shows to shipping boxes—now boldly reflects House of Chelsea B’s mission to push boundaries, build community, and celebrate wearable art that refuses to stay quiet.
“I could not thank you enough for labouring with me day in and day out on this project.
With the help of Esther, I’ve been able to bring my vision to life. You truly listened to my heart. What a dream it has been.”