A Necessary Brand
Shoe boutique, P.V.S, is an acronym for Provisions. Inspired by the European, English and American Groceries & Provisions shops of the 1930’s–1950’s, the brand represents footwear which not only grounds itself in the enduring roots of heritage but serves as a reminder that shoes are a necessity, and not a mere fashion accessory.
Authentic old school products and packaging that carry subtle hints of the P.V.S branding line the walls of the tunnel entrance. Inspired by, and reminiscent of the traditional Groceries & Provisions shops, these props which range from seal salt, aftershave, vinegar, biscuits, cherries, rose water and even cigars successfully evoked the curiosity of passer-bys, dispensing the necessity for the oft-used signage.
True to its Label
In tribute to the heritage of service excellence that was exemplary of these provision shops, P.V.S bears its own trademark with beautifully designed name cards, paper bags, note pads, envelopes and cash vouchers. These are all embellished with a colour theme and motifs, inspired by traditional labels and receipts of the past.
Special TreatmentTo reinforce P.V.S as a brand steeped in tradition and heritage, several items were specially developed to ensure its cohesiveness. The olden technique of printing called letterpress was used for the name cards, and even a receipt holder was exclusively designed. Yet, ownership is accorded to our clients in the form of empty P.V.S. containers, shaped in an old-school milk bottle, as they choose to fill it with whatever they please