Something feminine but "not too feminine".
Coming onto the project a month before the opening of the store, the task was to develop an identity that would help soften the more rugged interior of the store but not to be too feminine/girly, so that it could remain in line with the image of the brand and its founders.
The logotype is an augmented Mrs. Eaves and the graphics and patterns are created from deconstructing one of its dingbats. The patterns vary based on application as well as season. For the stationery, clear foils are used for a subtle black on black effect. No pink was used in any of the collateral pieces! Yet, the overall result is soft and elegant, but never too feminine