Wallflower Suite
Background
Wallflower Suite is a boutique in Brisbane’s hub of boutique fashion, Paddington. It primarily stocks unisex clothing with an eclectic mix of art, homewares, shoes, and accessories. This fashion-forward boutique has a warm and inviting interior and unique layout. Wallflower Suite required a corporate identity that reflected the bold and edgy personality of the store: laid back, casual cool with personality that allows the wearer to express their own individual flavour.
We created
Corporate Identity / Swing Tag / Gift Voucher / Advertisements / Photo Card / Invitations
Teams Involved
Brio Design
Brio Advertising
Objectives
Brio Group were commissioned to create a unique brand for Wallflower Suite and develop a corporate mark and positioning statement that reflects the brand’s unique personality. The aim was for the branding to look unpolished, raw and natural and to be expandable.
Strategic Approach
We scheduled the roll out a ‘staged’ release to let current Wallflower Suite customers know what was happening and then to build confidence with prospective customers in their expanded capabilities. We created a corporate mark that is simple, elegant and holds a deep secret. Hidden in the centre of the delicate wallflower lies a death’s head moth which camouflages itself amongst the petals, similar to a wallflower. The corporate mark draws on the comparisons between good and evil, life (flowers and growth) and death (the moth). This simple, striking and vertical mark is expandable to be applied across swing tags, merchandise and has the power to become easily recognisable, and due to its earthy colours and nature-focus is less likely to date.
Results
This corporate mark is simple and elegant and appeals to a sophisticated, intelligent demographic. It also appeals to both men and women to reflect the unisex nature of the boutique. A roughed-up decayed background was added to match the raw elements of the interior and the unpolished floors. A detailed illustration was created showing the ‘world of the wallflower’ and this was used on the backs of the four different business cards and accompanied by one of four different taglines created by Brio Group: ‘blend in to stand out’, ‘planting the seed’, don’t be afraid to blossom’ and ‘herbicide for tall poppies’. This suite of positioning statements helped relay the brand’s personality. A wallflower wearer is cool, casual, laidback – there’s more to them than meets the eye. There’s a sense of mystery around them, where they don’t need to reveal everything. Keeping things secret is the wallflower’s power. The expandable corporate mark has since been inspiration for a bronze ceramic installation that is permanently hung in the boutique.
Design
Digital
Advertising
