The Discalced Carmelites Brown Scapular Confraternity
The Brown Scapular of Our Lady of Mount Carmel is a small piece of cloth worn over the shoulders by Catholics as a sign of devotion to the Blessed Virgin Mary, who promised to protect those who wear it with true devotion from suffering the fires of hell.
Millions of Catholics wear the brown scapular, but only a small percentage know that to be eligible for Mary’s promises, one is must be enrolled in the Brown Scapular Confraternity, and follow certain commitments and guidelines. Information about the confraternity, however, is difficult to find—often hidden in poorly designed websites and complex theological texts.
To resolve this problem, the religious order of the Discalced Carmelites approached Sherwood Fellows for a well-designed website with a clear, consistent message that would help Catholics who wear the scapular feel more connected to Carmelite spirituality and receive the full grace of wearing the brown scapular with proper devotion. Sherwood Fellows tasked Fabelle Creative with one of the foundational steps of this process: developing a visual brand image.
Brand Concept
Carmelite spirituality is the spirituality of union and paradox. The best way to be filled is to empty oneself. By dying, the Christian is born again. The Carmelites are both an active and contemplative order. Carmelite spirituality marries Eastern mysticism with Western discipline. The brand, therefore, expresses this distinct element of Carmelite spirituality with contrasting elements holding tension in each design.
Brand Archetype
Magician
Magician brands evoke the feeling of witnessing a magic trick, leaving a sense of surprise, wonder, and mystery. They invite you to look deeper and often utilize symbols that play off mysterious natural phenomena like the lunar cycle or constellations. Light and vision tend to be central themes in Magician brands.
Colors
The color palette draws inspiration from the Carmelite habit and scapular, symbolized by shades of brown and white, complemented by tones taken from the Monastery of Our Lady of Mount Carmel’s ceiling artwork in Haifa, Israel. A touch of gold echoes traditional iconography for a taste of the divine.
Typography
The chosen fonts blend Western tradition with Eastern-inspired characters. A simple sans-serif font balances striking header fonts with flourishes reminiscent of classic iconography.
Imagery
Images of traditional religious artwork, such as mosaics, paintings, and statues, depicting Mary or Jesus with Carmelite saints.
Frame Shapes
Arched frames echo the basilica ceilings; squares and rectangles reflect the Scapular; perfect circles symbolize God’s omnipotence.
FLORAL IMAGERY
Metallic flowers, inspired by the gold leaf used in traditional Catholic imagery, add symbolism and visual interest. Roses represent the soul’s beauty and grace under divine love, while the lily suggests purity and trust in the Lord’s providence.
Sunbursts
Subtle sunbursts hint at symbols like stars, flames, and sunlight. Fire reflects the quiet strength of purification and grace. The star, a steady guide, recalls Mary’s role in leading souls toward God. Together, they quietly suggest light breaking through the darkness.
