The logo concept for Femme Design – a new and exciting retailer of women's fashion and interior design – came about in short order, mere days before the brick-and-morter was set to open.

The store needed a balance of upscale, modern, feminine, with just the right tinge of roughness and whimsy. Combining custom hand-lettering with Frutiger's condensed Avenir Next does just that, and allows a lot of flexible applications.