October 19, 2023
Jessica Hughes spent years as a customer and then even as a part-time sales associate at a cute little boutique in Myrtle Beach SC, always thinking, “It could be so much more!” So when the store closed, Jessica just knew she was the person to bring it back to life with a new vision. She wanted to create a destination experience that exuded delight and joy, where her customers walked in knowing not only that they would find something fabulous and unique but that Jessica and her team would go above and beyond to make sure the entire experience was as delightful as the bright colors and patterns of the store’s signature line, Lilly Pulizter.
Jessica already had a name and logo, but she felt like she needed some design expertise to help bring together the branding and website design. She wanted both the digital and in-person storefronts to offer customers a cohesive and delightful experience. “Visual happiness,” as she put it.
Her goal in branding was to combine Lilly’s colorful, joyful aesthetic with the boutique’s own unique branding that would be recognizable and distinct. With a focus on carrying Southern, women-owned brands, she wanted whimsy with a touch of sophistication. And all of this needed to translate into collateral for both an online and physical space!
That’s where we came in! She loved our work and felt that our bright, fun style would be the perfect match. We couldn’t agree more!
First up, we created a fresh brand color palette that worked across the store’s product line and better represented the store’s personality. The palette focused around Jessica’s favorite color combo – you guessed it! Pink & Red!
We developed custom Southern-inspired patterns and borders, defined her typography, and set Jessica up with an icon library that best illustrated all of the fun aspects of shopping with the brand. The best part? It featured custom icons of the store’s famous mascot, Lucy Valentine. Be still our hearts! Lucy Valentine also featured across multiple assets including business cards, packaging stickers, and more!
The full suite of collateral also included register and dressing room signage, further packaging, stationery, rewards program badges, and monogram order forms (of course!), with elements that were fun and intentional and totally on brand. Pink & Red got a makeover that completely complemented the Lilly elements but gave the store its own two branding legs to stand on ;).
The results? We couldn’t be more thrilled! We had a blast working with Jessica on creating an in-store and online shopping experience that feels just as special as the shop itself.
Looking for a rebrand that will amplify your message, too? We would love to chat!!