Case Study

Belle & Flo


To create a new style and personality for this boutique brand, elevate it to reach a wider market and manage the application of graphics.

Type - Branding

  • Logo design
  • Packaging design
  • Brand management

Belle & Flo

When we met the founders of Belle and Flo, a boutique fashion jewellery wholesaler, they had a name but no real branding or identity. It was clear they also wanted to expand into other products later on and needed to have a logo design that could be applied to packaging, signage, exhibitions, literature, a website at some stage and more. It needed to be modern, delicate, yet show a strong sense of what it represented.


The chosen theme was an art deco inspired meets hand drawn roundel. A letter form that appeared like a signature ‘rubber stamp’ but still could be interpreted as a soft, gift-wrapped icon.


The final logo design was simple, black and white and could be used as a regular identity, in reverse out of a colour and on social media easily, without losing the look.


To ensure consistency and brand alignment, we built a minimal brand guidelines document, with dos and don’ts and a safe zone example. All our logo files have this as standard.

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