OverviewHarlequin Belle is an emerging fashion accessories label based in Melbourne, Australia, offering stylish products with a sustainable and ethical approach.
ProblemA brand identity was required that would be flexible enough to adapt with various product directions and seasonal trends, and needed to reflect their high quality product offering and vision. The identity thus needed to look and feel eco-friendly, artisanal, sophisticated yet attainable with a quirky edge.
A minimalist brand was created with two versions of the brandmark. The primary logotype features the whole name, whilst the secondary brandmark takes the form of a shortened 'HB', allowing for flexible brand application across all Harlequin Belle products.
Two interchangeable visuals support and add personality to the brand; a collage (featuring historical snippets from the rare Harlequin Bell flower and its discovery) as well as a stylised ‘harlequin pattern’. Additional brand visuals can be added to the suite to adapt with new Harlequin Belle collections, or to reflect seasonal trends, ensuring the brand remains fresh and timeless.
The use of recycled paper stocks add an eco-friendly and tactile element to the brand, reinforcing the label’s ethical approach, whilst the quality of Harlequin Belle’s products is underpinned by the sophisticated finishing and craftmanship of the stationery and collatoral. The swing-tags and business cards feature embossing and duplexing, creating a tangible brand experience.