This was a fun project! Jill Marie Boutique is a new brand of children’s clothes for the chic modern mum who wants stylish but affordable outfits for her babies and kids. I worked with Sydni, the founder, to design a visual brand identity for her online boutique that is equal parts happy, classy, and timeless. The look of the brand design for Jill Marie Boutique had to be playful, but not too whimsical that it won’t be taken seriously.
We spent a lot of time perfecting the colour palette, because colours are an important element in evoking the emotions that Sydni wanted for Jill Marie Boutique. While she wanted timeless neutrals, we also recognized that a more colourful palette will capture the attention of her ideal customers (most of them will be moms in their 30’s and 20’s who are active on Instagram). Once we finalized the colours, I made sure the hues were soft enough to still be elegant, and not look like a toy store gone wild.
The logo had to be both timeless and playful, elegant and happy. We picked a beautiful high contrast sans-serif that allowed the brand colours to really come through, and paired it with an exuberant handwritten script.
THE BRAND GUIDE
A custom striped pattern (and a dotted one that’s not shown here) makes the stationery suite really playful, but still super chic.