Clothing Branding

Client: SALT - The Label

Founded by Beverly Pesony & Samantha Hiles – two women united by their passion for empowering other women, SALT – the label is your go-to destination for athleisure wear that’s as real as you are.

We’re here to help you show up as the best version of yourself, whether you’re in a business meeting, on a date, or simply running errands.

We built their brand with e-commerce in mind, with special attention to design that can translate into clothing, tags, and packaging.

The Brand Promise:

At SALT – the label, we believe in the power of balance—yin and yang, comfort and style, work and play. Life is a rollercoaster of highs and lows, and our athleisure wear is designed to empower you through it all.

Whether you’re heading to a business meeting or picking up your kids from hockey practice, our pieces help you show up as the best version of yourself.

Our designs honor your form with just the right cut at the waist and hips while remaining flexible enough to take on the ebb+flow of your days.

Pages of a brand guide showing the why behind the design for SALT - The Label.
Internal pages of SALT's brand guide showing information about the design.
A street sign shows an advertisement for SALT.
A box has a thank you card and branding for SALT - The Label.
Two bags are laid out with SALT's branding.

The Clothing Branding Guide for strong Business Growth

The fashion industry is dynamic -moving swiftly with seasons and trends. To stand out in a sea of open tabs, you don’t need to keep up, your clothing brand needs a strong brand identity that resonates with your target market and cultivates brand loyalty – so you already have a solid base when you’re ready to launch something new.

To evoke emotions and brand recognition, it’s not enough to simply create an appealing logo and throw together a few pretty colors.

You need to unearth your clothing business and visually communicate its essence to your target audience. This is exactly what we do at Bethany Works®’ s your clothing brand can start turning heads and gripping your audience’s attention.

A woman stands in athleisure next to a giant SALT logo.
Hang tag for SALT the label.

Why is it important for clothing lines to have a Brand?

Did you know that consistent and cohesive branding can grow your revenue by as much as 23%? Your fashion brand should have a distinct identity that resonates with your target audience and sets you apart in a crowded marketplace.

A strong clothing brand embodies values, aesthetics, and a lifestyle that your potential customers identify with and aspire to be part of.

Whether you own a retail store or run an online store, you’re not just selling clothing. You’re selling emotions, identities, and stories. The fashion industry is driven by trends, but a successful business always cultivates customer loyalty and trust with its unique personality.

To carve out your own space in the fashion world, your clothing brand needs to be unbreakable and distinct from other brands.

The Clothes Line Branding Process

How the uplevel begins

At Bethany Works®, we’ve designed unmistakable brands for various businesses in the fashion industry, from stylists to clothing stores.

We always take fashion brands through a structured process that allows them to reveal their brand identity and start speaking directly to their target customers. If you’re ready for your own clothing brand to become irresistible, here are the steps you should take!

step 1

Defining Your Clothing Brand Identity

A strong brand identity is essential for your own clothing line to start standing out from competitors. To turn your own label into a true brand, clarify the following foundations:

  • Know Your Audience: Start by understanding who your target customers are. What are their demographics, interests, and values? Conduct market research, gather data, and create customer personas to gain insights into their preferences and lifestyles.
  • Clarify Your Mission and Values: Define the purpose of your brand beyond just selling clothes. What do you stand for? What values do you want to embody? Your mission and values should align with the aspirations and beliefs of your target audience.
  • Find Your Unique Voice: Develop a distinctive brand voice that reflects your personality and resonates with your audience. Whether it’s playful and whimsical or sophisticated and elegant, consistency in tone across all communication channels is key to building brand recognition.
  • Craft Your Brand Story: Every brand has a story, and yours is what sets you apart from the competition. Whether it’s the inspiration behind your designs, your journey as the founder, or the impact you aspire to make in the world, create a compelling narrative that resonates with your audience on an emotional level. Digging into your brand archetype can help you with uncovering your brand story.
  • Differentiate Yourself: Identify what makes your brand unique and highlight it in your messaging. Maybe it’s your commitment to sustainability, innovative design approach, or inclusive sizing options!

If you need help uncovering these questions, I have resources on my blog. You can also browse these lifestyle brand examples as inspiration!

step 2

Designing Your Visuals And Crafting Your Brand Guidelines

To create a successful clothing line, you need unmistakable branding. Now that you know what your brand stands for and who it serves, it’s time to collaboratively create your branding and design elements that reflect the essence of your business.

We’ll focus on the following visual elements of your brand:

  • Logo Design: We’ll create a memorable logo that expresses the essence of your brand, including defining clear guidelines for logo usage and having a FULL mark suite so you have variety. For example, you need a logo variation that looks good stacked on a tag and one that looks good across your website header
  • Color Palette: Next, we’ll establish a primary color palette that reflects your brand’s personality and values, including secondary and accent colors for added versatility!
  • Typography: We’ll ensure you have fonts that complement your brand’s tone and aesthetic and specify primary and secondary typefaces for headings, subheadings, body text, etc.
  • Imagery Guidelines: Lastly, we’ll focus on the style and tone of brand photography and illustrations that align with your brand identity. This will set into motion how your clothing line shoots will feel and look, especially during the rebrand and launch phases.

Once this is laid out, we can contact your manufacturer and be on standby to relay any brand image information for your clothing line and designs to ensure they are connected. 

Review the visual brand guidelines we provide, share them with your team, and make sure they’re implemented across your website, online store, social media accounts, and other marketing channels.

step 3

Sending Your Brand Out Into the Wild

Now that your small business has a consistent brand identity, it’s time to share your clothing brand with the world!

Look over your business plan and start implementing your branding materials and other design elements across all your marketing channels for long-term success.

Make sure that your team follows your clothing brand guidelines when they’re working on marketing campaigns or creating new designs for your clothing line, whether it’s t-shirts, shoes, or other materials!

Clothing Branding Services You Can Find at Bethany Works


Bethany Works® is a Portland, Oregon-based brand and web design agency serving clients worldwide.

We unearth what makes clothing brands stand out through strategic, psychology-backed branding and web design services because we believe that the world needs rock-solid brands, not more businesses.

Our clients are fierce visionaries and tenacious creatives on a mission to elevate their multi-figure clothing brand. We always back your brand by strategy and purpose so you can unleash your full clothing brand power.

What Are the Benefits of a Clothing Branding Agency Like Bethany Works?

When you work with the Bethany Works® team, we help your clothing brand make more than an imprint. We unearth your fashion brand to make an impact.

We take you from feeling frustrated and tired of blending in amidst a sea of open tabs and trying everything under the marketing sun to a place where your clothing brand can stand out and sell your clothing designs through organic strategies and brand awareness instead of paid ads.

How? We build a psychology-backed brand strategy that speaks directly to your target audience and allows you to stand out from other businesses.

Regardless of your business model, we help you reach confidence and clarity so you can attract dream clients sustainably and grow your fashion brand.

Our Framework for Brand Strategy and Design

Every clothing brand project is unique and tailored to your specific business needs. When creating your brand identity, we craft a multi-phase process that curates your clothing brand and helps you position it in a way that actually means something to your ideal clients.

Our framework is that we have no framework. We take a completely custom deep dive into your fashion brand to reveal its essence and visually communicate it to your target market.

Bethany Works Is a Website Design & Branding Agency Helping You Unearth Your psychology-backed brand

Ready for the next era of your clothing brand? Get in touch with the Bethany Works® team so you can stop leaving money and impact on the table and can grow your clothing business to the next level.


I’ve got you. Here are answers to a few common questions:

Your clothing brand design package is custom, and the cost ultimately depends on your particular goals and vision. That said, we value transparency when it comes to pricing, so you can get an idea of what you can expect on our services page.

For clothing brand design, your investment starts at $6,497 or a 5-month payment plan of $1,099.40 after a $1,000 deposit. For clothing brand and website design, you can expect your investment to start at $10,998 or a 5-month payment plan of $1,999.60 after the deposit.

For our bespoke brand evolution called Brandcend, you can expect an investment of $34,997.99 split between 8 monthly payments after a $4,997.99 deposit.

Every clothing brand is completely unique, and the timeline is custom. We’ll start with a deep dive into your clothing line, audience, and competitors to craft a well-rounded clothing band identity that resonates with your target audience.

You can expect to get multiple brand assets, including a moldboard, color palette, font pairings, brand patterns, and more.

Website design is not inherently included in your clothing brand package, but you can book the brand and website design package and then it will be! Crafting a compelling website that reflects your brand identity is essential for your clothing brand.

It makes the first impression on your customers, showcases your clothing line, builds credibility and trust, and drives traffic.