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    New visual identity for Swedish clothes retail chain.
Pagelle – Corporate identity

New corporate identity for the Swedish nation wide clothing retail chain Pagelle, founded in 1955.

Midlife women often feel they´re not welcome in stores that focuses on women in their twenties or thirties. Pagelle is a meeting place for them were they can be taken seriously, find fashionable clothes that fits them and also receive help in developing their own personal style.

Among the new visual identity´s core ingredients were a pattern to be used in stores, on digital platforms and various printed media (such as insides of shopping bags, gift boxes and membership cards).

Pagelle´s neutral color palette – white, black and possibly Pantone Warm gray 3 – allows them to work with temporary seasonal colors in stores and promotion.

Pagelle does not sell clothes under their own name but from several different brands.