Logotype
The design choices made have been influenced by the existing logo, the business, and the target audience. The color black has been retained to evoke a sense of sophistication and elegance, along with antiqua fonts that emphasize the brand's classical feel. The lettermark is used to abbreviate the brand's name, making it easier to recognize, a key attribute of a good logo. Furthermore, letters have personalities, similar to humans, offering an opportunity to convey a specific mood. Therefore, the lettermark serves as a mood conveyer, effectively communicating the brand. Additionally, the size contrast between the lettermark and the underlying text is utilized to create an intriguing visual expression.
Color palette
The selected color palette aims to reflect the store's vibrant hues while appealing to an adult female target audience. Therefore, several lighter colors were chosen as most people associate bright colors with femininity, light and cheerful colors also generate a sense of upliftment. The bright colors in orange and pink are complemented by dark purple and red, giving the color palette a more mature expression.
Typography
To harmonize with the logo, serif fonts have been selected for both headings and body text. Serif fonts ensure high readability due to the line formed by the letters under the words, which the eye can easily follow. The large, bold heading, paired with the less dense body text, creates a size and strength contrast, resulting in a dynamic and interesting design. Serif fonts also convey the brand's essence, as the typography expresses a timeless and traditional feel. The third font is a sans-serif used for smaller text blocks, complementing the classic expression into an exciting whole.
Photography & pattern
The photography to be used for the business consists of bright photos with relatively soft light to create an inviting atmosphere. Products are preferably depicted in cozy environments to enhance a pleasant and homely feeling, as well as to provide customers with inspiration for home decor. The visual language can be vibrant, in line with the brand, and to evoke attention and interest, as color contrast captures attention. A pattern was created to emphasize the logo and convey a sense of the store, as the pattern resembles the black and white tiles found in the store.
