INTRODUCTION
Stylus is a designer e-boutique for women and kids, based out of Hyderabad. Having more than 70k followers on their Facebook page, they were planning to make their online presence much more accessible and memorable. We were asked to build a visual identity system to support Stylus boutique both on digital media and collateral materials like bags, tags and more.
OUR APPROACH
When we saw the boutique's collection, we had some initial impressions on how to go about this exercise. We wanted to show the beauty in the collaboration of materials and craftsmanship. We took inspiration from Indian traditional motifs like the rangolis to connect with the Indian-ness of the boutique and its designs. Everything from the Logotype to the patterns were connected with these motifs, like a thread.
LETTERING, TYPOGRAPHY AND COLOUR
From the exploration we slowly developed towards a script representation. The logotype was refined and made more decorative without losing its modern charm. The logo smoothly transitions into a mini Stylus icon which can be used wherever there space is a constraint. We chose Crimson Text, one of the nicely designed serif typefaces available in Google fonts, to complement with the logotype. Gold and yellow hues combined with darker shades of reds and blacks makes the colors of Stylus to signify the richness and sophistication in the craft.
COLLATERAL MATERIALS
We kept the look of business cards and dress price tags fairly similar. We made sure the pattern was recognized and stood out in the streets. For the printing of cards and tags, we took the decision to print them without going the route of special color deboss.
*The fabric shown in the photographs are for representative purpose only.
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