The Showroom Pasadena, a luxury consignment boutique, was launched in 2014. It was important for the identity design and its applications to communicate the owner’s vision for the store — one that would showcase both luxury fashion and a reusable approach to “pre-loved” apparel. The personality needed to evoke modern, edgy, and stylish sensibilities. These traits are the reflection of the boutique’s fashion-conscious customers.

As a new store launch, it was very important to develop a mark that would reflect both the raw spatial feeling of the boutique and the modern feel of the fashion represented. The identity was applied to various retail applications, from hang tags to shopping bags. To express the luxury feel, the logo was printed in black foil on black card for the hang tags and business cards. Keeping with environmental awareness in the production life cycle, the printing company and stationery paper stocks were selected for their FSC certification.

The identity and tagline, “Curated Designer Resale,” evoke the modern and stylish sensibilities of the store’s experience and apparel selection. The identity system expresses a minimal look and feel across the stationery, hang tags, and retail packaging. The logo had a direct impact in attracting customers on the storefront, and as the boutique added its online store.