When creating the brand tone for the Hertel Avenue fashion
boutique, Chic and Sweet, we focused our efforts on building a retailer that
could become a lifestyle that echoed both modern sensibility and classic
couture. Something sleek and flattering that ultimately appealed to Chic and
Sweet’s target audience: young adult to middle-aged, mid-to-upper class women.
This stream of consciousness transitioned seamlessly throughout the branding,
print creation, tagging, web and storefront design. We set Chic and Sweet up
with a fairly simple black and white color scheme contrasted by a sharp font
type and a paisley design pattern. This combination of creative elements, along
with offering unique styles and fashion accessories, helped the mod boutique
stand out from their existing competition.