CATEGORIES: BRANDING CLIENT: NONI BOUTIQUE CONTACT: ncbynoni.com
OUTCOME: A strategic rebranded logo, messaging, signage, and print collateral that celebrates the spirit of NONI.
Using Design To BRING BIG CITY LUXURY TO A SMALL TOWN BOUTIQUE
How can a small time boutique compete with its big city counterparts? Can a small-town boutique be sexy and sophisticated while keeping its small town charm?
The project was initiated after a brief conversation between Elska's founder, Alex Duchatelier and NONI’s owner, Noni Chambers. When asked "What is the dream look and feel you would like to achieve?" Noni answered “We want to look like Chanel but feel like a mom and pop boutique”. Together, they agreed that both teams needed get together for a day long discovery session. During this discovery session both team agreed on two things. one: the current branding for Noni did not come anywhere close to portraying the feel they were looking for. Two: They were looking for a new brand identity that had an "approachable elegance".
The original NONI logo featured the boutiques name written in a simple script font surrounded by an elliptical base. The original logo depicted the "mom and pop" aspect NONI was going for but it totally missed the mark on the high end portion.
The new logo uses a modern san-serif font to portray an upscale feel. But it uses all lower case letters to keep the logo approachable. The combination of the new logo, the bright beautiful yellow we chose and the stripes used in the print collateral has brought NONI's vision to life.