Leticia Anne Designs
white meeting circle with three circle for Leticia Anne Designs Branding Icon

Once Upon a Dreamtime

GRAPHIC DESIGN  |  2020
Photo of pottery by Leticia Quince

connect & discover

Client:
Once Upon a Dreamtime
Services:
Graphic Design
Date:
2020
Once Upon a Dreamtime vertical logo

Once upon a Dreamtime is a small business led by proud Kuyani/Arabana woman Kaihla Gibson (located in the Northern Flinders Ranges and Wirangu West Coast of South Australia). Her business is based in Northern Adelaide, South Australia.

It was a beautiful journey hearing about Kaihla’s vision for her business and how we could bring her purpose, meaning, cultural pride and essence to the forefront in her logo and branding.

Introducing her new logo package with her main logo, secondary logo, submarks and wordmark

Aboriginal meeting circle icon for Leticia Anne Designs branding icons

gather & create

mock up of clothing tag for once upon a dreamtime logo
once upon a dream time logo on tag mock up

Once upon a Dreamtime consists of handmade indigenous items including but not limited to baby clothes, blankets, bibs, seat belt covers, teething rings, dummy clips and pram liners with beautiful indigenous designs fabrics.

Kaihla originally started off sewing and creating these deadly items as a form of self-care and enjoys the therapeutic essence of creating for family, loved ones and community however word got out and people started enquiring, and therefore, Once upon a Dreamtime came to life!

The beauty behind this logo is the meaning and representation of a mother’s love her child wrapped in the strength and support of their culture, community and ancestors. It’s all about bringing up our babies to be strong and proud of who they are whilst holding and learning about their dreamtime and creating their own dreaming.

When it came to designing her logo some key considerations included creating a sense of calm, story-telling, connection, love, care and community whilst still representing her current items for mums and bubs. It’s all about being there providing a safe space for our babies as they are born and grow.

The symbolic meaning in the logo includes mum leaning over bub; as bub is wrapped in her arms with care. They are surrounded by support and love of their community, and the crescent moon to representing their dreaming. There is also the community/gathering circle to represent culture and connection sitting as the centre of bub’s heart, soul and core.

Aboriginal child wearing onsie with once upon a dreamtime logo

share & embrace

Once we completed her logo and shared it, we did a share out on a few Indigenous Business pages, and the hype grew for the logo of the baby onesies from the mock up I shared. She is now expanding to embrace these cute suits with her custom logo on them into her business portfolio. It’s amazing how much support and love people have given Kaihla for embracing the next stage in her business dreaming.

Visit Instagram
Once Upon a Dreamtime logo of handmade kids items

related projects

Aboriginal meeting circle icon for Leticia Anne Designs branding icons
Aboriginal art illustration of dots in different branding colours of Leticia Anne Designs representing journey