Brand
Creating the foundational building blocks for the Gypset & Pearl brand.
Creating the foundational building blocks for the Gypset & Pearl brand.
Our first objective was to establish the overarching visual direction for Gypset & Pearl. Guided by our tone of “Refined Bohemian” we created a look and feel that is laid-back, eclectic, soft, and feminine, with a few classic details in the mix.
The brand’s foundational elements include primary and secondary logos, color palette, typography system and various supporting graphics including patterns, illustrations and photography.
We began the visual development process by creating the cornerstone pieces of the identity. This included a primary, typographic logo, a monogram and a treatment for the tagline, Boutique Beauty.
The typographic choices made juxtapose classic and elegant serif letterforms alongside a more free-flowing, handwritten script, establishing a balance between the refined and the bohemian aspects of the brand.
The brand was extended to include visual elements that will accommodate many different applications.
Extensions include vintage coral illustrations in the established color palette of blues, greens, creams and coral pinks, as well as a series of sun-drenched photos landscapes and cityscapes from around the world.
The typography system was supplemented with a classic, open sans serif typeface to add variety and support more complex content as needed.
One critical element of the brand is the creation of the visual represetnation of the Gypset & Pearl girl, illustrated by Leah Quinn.
Drawn with a couple of different detail options, the girl represents the quintessential customer. She is both refined and bohemian, spirited and sophisticated, whimsical and indulgent. Leah’s illustration was also extended to the design of a map showing the boutique’s specific location in Jacksonville Beach.
Extending the Gypset & Pearl brand into the tactile world.
Bringing the Gypset & Pearl brand online.
We designed and developed the brand’s WordPress site from the ground up, beginning with defining the site’s information architecture and continuing through production.
In addition to standard marketing pages, the site’s various functionality includes social media feeds, modular blogging capabilities and linking to an in-store loyalty program.
