"Jayani's is a local women's boutique doing custom stitching."
Jayani's is a local women's boutique doing custom stitching.
Jayani's is a local women's boutique doing custom stitching. They wanted one thing: a logo people would remember.
As with Baby Bears, only the mark was commissioned. The typeface pairing, palette and usage rules shown here were authored for this portfolio to demonstrate the system the mark implies.
A single mark had to do all the work. No campaign, no photography, no interiors — a boutique where the logo appears on a signboard, a paper tag and a WhatsApp display picture, and nothing else exists to prop it up.
Custom stitching is also a craft business competing with the impression of a craft business, so the mark has to feel made rather than generated.
The mark is built to survive its two worst cases: embroidered, where fine detail closes up, and shrunk to a circular profile picture. Everything that would not hold in thread was taken out before anything else was decided.
The typeface pairing, palette and usage rules shown here were authored for this portfolio to demonstrate the system the mark implies — the commission was the mark alone, and the page says so.