Developing Design Language
for Brand Differentiation
In today's oversaturated marketplace, translating classic curb appeal into a thoughtful brand story is vital for the survival of small retailers. Standout visuals that contribute to the brand's overall digital presence help develop recognition beyond the local neighborhood, thus turning casual browsers into repeat customers – both in store and online.
These sticker sets were originally designed as possible custom shipping solutions, but due to the nationwide lockdown in 2020, the stores used the first run as perks in a fundraiser campaign for employees.
Though these two shops are merely separated by an alley, the owners wanted to establish two separate brand identities when they decided to lease the retail space alongside their longstanding shop of +15 years. While working at the stores, I designed promotional products and store signage that helped reinforce distinct brand identities for each shop while establishing greater overall recognition beyond the neighborhood area.
Penelope's and Gemini
Brand Identity | Illustration | Hand Lettering
Establishing Unique Brand Identities for Sister Stores
The owners wanted to include some care instruction icons they had previously commissioned, so I played off the style of the pre-existing designs & developed a care label and tag for the brand with emphasis on the store's history in the neighborhood and a shop local message.
I unified these ideas with the playful attitude of this identity by adding in smile and heart motifs and creating hand lettering to compliment the care instruction icons.
"(Penelope's is) about accessible, everyday style with an emphasis on quality construction, smart design, great colors, and fun prints. Blending a taste for classic shapes and tailoring with contemporary fits and details, we champion accessible, comfortable but elevated style and don't take ourselves too seriously."
"At Gemini, you’ll find a collection of thoughtfully curated clothing and accessories that all share an underlying emphasis on quality, style, functionality, and sustainability. Working with amazing designers from around the world, Gemini will focus on elevated styles that are sure to become treasured pieces in your wardrobe for years to come."
The yin yang inspired design is a variation of the brand's existing line work logo and icons created by @smallspells.
These stickers were intended for promotional use and served potential for custom shipping solutions. I created additional graphic layouts of the designs for higher visual contrast while playing off the idea of duality that is closely tied to the brand's namesake.
Window Shopping
