Shoptiques Brand Standards Manual by Joyce Chen

Shoptiques Brand Standards Manual

Discovering the brandâ&#x20AC;&#x2122;s visual adventure. Shoptiques is proud to deliver happiness right to your doorstep. We let you shop the worldâ&#x20AC;&#x2122;s best local boutiques online. Our customers are always moments away from owning fabulous staple wardrobe pieces from all around the world. We have created a destination that connects shoppers to thousands of handpicked boutiques across the globe. Our motto is to always be different and take risks. We are adventurers. As a way to fully embrace that core idea, we are rebranding and discovering our own visual adventure.

Table of Contents

Our Brand Story

Stationery

Making a Mark

Packaging

104

Pop of Color

Web Presence

124

Just Our Type

Advertising

150

Picture Perfect

Trinkets

Our Brand Story We believe in always embracing our beginnings.

Shoptiques

Our Brand Story

Who we are Shoptiques is an online platform that allows

compliments on her eye-catching boutique finds.

shoppers to discover the worldâ&#x20AC;&#x2122;s best local

Soon after, Olga came up with the idea to bring

boutiques. These boutiques are handpicked and

the boutiques to the digital world for global

filtered from various locations throughout

distribution. In 2012, Shoptiques was introduced to

the world.

the world. We pride ourselves on quality products

The idea came to life when our founder, Olga

that stand apart from anything in the retail stores,

Vidisheva, spent the summer interning at Chanel.

because the items come from hand-picked

Throughout the internship, she got constant

boutique brands.

Shoptiques

Our Promise to You We believe in building a community where

digital presence for their brand.

shoppers can be the best version of themselves.

We strive to build strong connections. We want our

We truly value our customers and will do whatever

shoppers to feel connected to our local boutiques.

it takes to deliver happiness.

Likewise, we also want our boutiques to get

Our mission is two-fold. First, we want to create an

connected with our shoppers. Our goal is to create

unforgettable experience and unique products to

a seamless transaction where both the shoppers

our customers. Second, we want to provide small

and our local business owners feel connected;

businesses with an easy platform to develop a

confident; and, most importantly, happy.

Our Brand Story

Impeccable Customer Service

Beautifully Crafted Products

Commitment to Innovation

Building a Strong Community

Advocating an Entrepreneurial Spirit

Making a Mark We love leaving a mark.

Making a Mark

We love being unique. Shoptiques stands behind the idea of being

The current culture of our competitors is to

exceptional. We are different from our competitors,

present strong, bold sans serif logos. Their visual

and we want our customers to know it. We

languages are clean, yet lack expression. We want

carry products that are one-of-a-kind and

to stand behind a look that will proudly represent

impeccably made.

the unique features of our products and the local

We want to present ourselves to be confident,

boutiques that we represent, as well as represent

strong, and unique; just like our products. And to

the emotional experience we offer our clients.

accomplish that, we had to evaluate visual goals that will stand out in the crowd.

Shoptiques

Current Brand Identity Before creating our new look for Shoptiques,

our market. We moved towards a more modern

we took a look at our history and our focus. Our

geometric sans-serif logo, while keeping the bright

branding has been evolving since we started as a

pink in our logo.

company in 2012. Shoptiques has a wide selection

That worked for awhile, but Shoptiques needed

of unique products which we new our logo needed

something fresher and more original to represent

to reflect.

its unqiue vision. So we began evaluating

Our initial logo was a generic black serif font paired

where the logo could go to separate itself

with a custom Q. As our company expanded, we

from the competition.

knew we needed to update our look to blend in with

Making a Mark

Shoptiques

Primary Logo Our goal for the new logo was to embrace our

is quite simple. The floral emblem is made up of

unqiue vision. We wanted our logo to look modern

different petals that represent the many boutiques

and feminine, but vastly different from our

that we help bring into the digital world. This

competitors. Most of our competitors embraced

emblem was designed in a 1:1 ratio, perfect for the

the bold pink and black letters, similar to our

digital world.

previous logos. Our response to this problem

We chose a typeface that was inspired by our

was to establish a new set of logo marks, brand

previous logos. The thick and thin contrast lines

colors, and tone.

in the typeface reflect back on our initial logo, yet

Our concept behind the new Shoptiques logo

embraces the modern attributes of our identity.

Making a Mark

primary logo

Floral Emblem

Typeface: Granville Regular

Shoptiques

Minimum Size We believe that the logomark is the face of our

know that they are wearing our products, but

company. We want our logo to be seen and

provide them a sense of pride when they are

recognized by all of our customers. In order to

ordering our products. We made the decision of

ccomplish this goal, we have set some standards for

this size based on the visibility of our emblem â&#x20AC;&#x201C; an

the size of our mark.

integral part of our logo. We are beyond excited

The mark must not exist on any surface at less

about our new emblem and we want our products

than 1.5 inches in length. We want our customers

to represent this attitude.

to know our name: Shoptiques; and this minimal standard size not only ensures that our customers

Making a Mark

Minimize Size

1.5 inch

Shoptiques

Logo Emblem We have spent countless hours trying to make the

petals form a flower in the negative space of the

perfect mark for our company. We strived to craft a

emblem; representing the service we provide to

logo that would be simple, elegant, and memorable

both our customers and boutiques.

to our customers.

This emblem is packaged carefully in a 1:1 ratio,

This simple, yet elegant floral emblem captures

which is perfect for the digital space that we

the essence of our company. The delicate, organic

primarily exist within. This was a very important

shaped petals represent the unique boutiques that

element to consider while crafting the new emblem.

we travel all around the world to in order to gather products to sell to our customers. Together, the

Making a Mark

Floral Emblem

Shoptiques

Clear Space In maintaining the feelings of uniqueness and

requirements. It is quite simple to follow: no matter

elegance in our brand, it’s important to keep in

the context ensure there is “an emblem’s worth” of

mind how the logo appears on a page. The purpose

negative space around the logo. By doing so, our

behind our mark’s clear space is to preserve the

brand will ontinue to look professional

logo’s unqiue form from intrusions by

and elegant.

other content. To ensure that the mark is always recognizeable and memorable, you must follow these clear space

Making a Mark

Width of emblem

Shoptiques

Logo Color Variations We believe that our designers should have a couple

alternative is a one-color logo mark. This is in our

This variant of the logo must never be used on top

of color choices when using our logo to allow for

iconic orange color: Resort Lover. If our logo is

of an image or texture. That would reduce visibility

flexibility in design. Many different situations can

ever used in a single color, we would want it to be

and clarity of the brand.

arise in the design world, and itâ&#x20AC;&#x2122;s important that the

in our iconic orange. The second color alternative

deisgners have the options they need to ensure we

is in black. We chose a soft black that will be a nice

always look professional.

companion to our color palette. Last, we have also

We have created a couple options that still

included a white color version of our logo which

represent our brand. Each of these alternative

should only be used on top of our color blocks.

colors is a valid usage of the mark. The first color

Making a Mark

One color version

Shoptiques

Black version

Making a Mark

White version

Shoptiques

Logo Misuse It is very important to us that our logo isnâ&#x20AC;&#x2122;t

our customers. And establish a visual equity

tampered with in any way. The colors and forms

amongst our market that will over long periods

of our logo helps to maintain the overall image

embed ourselves in our clientâ&#x20AC;&#x2122;s minds as the

of our brand. The mark should not be changed

foremost in digital fashion retail. To ensure this

or altered in any format that was not part of the

reality, we must be consistent and intentional with

aforementioned alternate logo options.

all executions of the brand.

Maintaining a strong and consistent look will build a stronger brand loyalty among

Making a Mark

Color is extremely important to us and generally one of the most memorable aspects of a mark when used consistently. Our logo should never be used in a different color than our primary or alternate color usages.

The orientation of our logo should never be altered. Our logo can only be positioned in a horizontal format.

Shoptiques

The color of the floral emblem should not be altered. The sharp contrast between the two colors will make our logo less legible and difficult to read among our customers.

The different elements of our logo should not be in different colors. The inconsistent color changes throughout the logo mark will look disjointed and confusing to our customers.

Making a Mark

The floral emblem should always sit between “shop” and “tiques”. The emblem should never be seen in a different format. Our logo will lose its’ elegance if it is used in these inappropriate formats.

The size of our floral emblem should not be altered in any fashion. The alarming size difference between the emblem and the words will pose itself to be a legibility issue. To avoid these problems, users should only use the logo in the determined emblem size.

Pop of Color We love adding some color into our wardrobe.

Pop of Color

Pop of Color We believe that color is essential in developing

our brand and target our demographic

our new look. We wanted colors that would not

more accurately.

only set us apart from our competitors, but set the

The overall effect of the color palette creates a

tone of our company. We wanted colors that would

consistent, exciting, and quirky tonality to our

represent us in any situation.

whole brand. We are very excited to present to you

During our color process, we reflected on the color

the new colors of Shoptiques.

palettes that we had been using. We kept those colors in mind while we handpicked our new color palette. We updated our color palette to elevate

Shoptiques

Color Usage We have carefully chosen several beautiful shades

us separated from our competition and better suits

of colors to represent our company. We chose

our target market.

bright, poppy shades of orange to represent the

In addition to our iconic oranges, we chose some

excitement and innovation that happens in

cool tones to accent these warm shades. These

our company.

shades add to the quirky vibes in our company.

The orange tones are modern updates to the

Lastly, we included several text colors to use to

original bright pink shades that were found in our

create a stronger type hierarchy in our brand.

previous color palettes. This color solution will make a more lasting impression because it keeps

Pop of Color

Primary palette

Resort Lover

Coral Coast

Pink Paris

CMYK: 2 / 57 / 50 / 0

CMYK: 7 / 33 / 27 / 0

CMYK: 2 / 9 / 8 / 0

RGB: 239 / 136 / 117

RGB: 232 / 179 / 169

RGB: 246 / 231 / 225

HEX: #ef8874

HEX: #e8b3a9

HEX: #f6e7e1

Shoptiques

Secondary Palette

Adventure Blue

Lagoon Turquoise

Birthday Confetti

CMYK: 79 / 52 / 0 / 0

CMYK: 61 / 2 / 34 / 0

CMYK: 2 / 9 / 8 / 0

RGB: 61 / 117 / 186

RGB: 92 / 191 / 181

RGB: 246 / 231 / 225

HEX: #3d75ba

HEX: #5cbfb5

HEX: #f6e7e1

Pop of Color

Text Palette

Cobblestone Charcoal

Venician Granite

Sweet Periwinkle

CMYK: 69 / 60 / 52 / 33

CMYK: 41 / 33 / 34 / 1

CMYK: 29 / 18 / 13 / 0

RGB: 75 / 78 / 85

RGB: 157 / 157 / 157

RGB: 181 / 192 / 204

HEX: #4b4e55

HEX: #9d9d9d

HEX: #b5c0cc

Shoptiques

Color Distribution While we absoluely adore color, we never want

dominant colors (besides white) on the page. We

to neglect our most dominant color: white. White

want our customers to remember our iconic Resort

space is essential in our brand. It gives us room to

Lover shade. However, we also want to accent

make our colors even more special.

each of our pieces with pops of cool tones like our

The white space allows enough contrast for our

Adventure Blue and Lagoon Turquoise.

colors to pop off of our pages. To ensure that our colors are being used properly, we have made a distribution chart to carefully map out the color usages. The orange and pink should be the most

Pop of Color

10%

15%

10%

50%

Just our type. We love good typography.

Just Our Type

Just our type We absolutely adore great typefaces. To us, finding

from the market that we were in. We searched

the perfect typeface is like finding the perfect shoe.

through both serif and sans-serif fonts to find the

It has to fit all of our requirements. We wanted our

absolute perfect typefaces to fit our needs.

typeface to be elegant, legible, modern, and most

We are very excited to reveal the typefaces that we

importantly, web safe.

found. These typefaces represent the feminine and

There were a couple of important elements that

elegant side of our company, while still being very

we kept in mind while we searched for the perfect

versatile for our needs.

typeface. We wanted to find typefaces that would be different from our competition, but not stray

Shoptiques

Typography Typography can be so powerful to a brand when

finding different, yet similar typefaces that would

done correctly. We believe that good typography

be nice companions to the logo. We chose Lora for

adds a level of sophistication and elegance to our

the beautiful and elegant thick and thin strokes

brand. So it was very important for us to find the

that it embodied. Alongside Lora, we chose Lato

perfect type, because it can evoke the mood that we

for the delicate strokes and the similar forms it had

are trying to convey to our customers.

with Granville, the typeface for our logo. While

We decided to pick two typefaces that were

it is similar, it provides less contrast between the

different from the typeface used in our logo. We

strokes which made it legible for our customers on

wanted to protect the integrity of our logo by

long spans of body text.

Just Our Type

Lora

Lato

regular

italic

ABCDEFGHIJKLM NOPQRSTUVWXYZ

abcdefghijklm nopqrstuvwxyz

regular

ABCDEFGHIJKLMN OPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz

light

ABCDEFGHIJKLM NOPQRSTUVWXYZ

abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ

abcdefghijklm nopqrstuvwxyz

Shoptiques

Type Pairing Every detail is important to us; so every aspect

have very similar x-heights, making it the perfect

of our typography had to perfectly represent

pairing. The type pairing conveys a delicate and

Shoptiquesâ&#x20AC;&#x2122; unique vision.

sophisticated voice to our brand, while providing

One of the key elements that we kept in mind while

an easy to read experience to our consumers. We

choosing our typefaces were the x-heights. We

believe that with this typography, we can curate a

wanted our typefaces to have similar x-heights so

welcoming atmosphere throughout our brand.

that our type pairings would look more cohesive. As the diagram demonstrates, these two typefaces

Just Our Type

Aa Aa Lora Italic

Lato Regular

Shoptiques

Type Hierarchy Not only are the typeface pairings important to us;

Page illustrates the correct usage of a perfect type

but how we use these typefaces in our branding

hierarchy used in our marketing. It demonstrates

assets are imperative as well. We have developed a

the correct usage of both the typography and color.

strong type hierarchy system that will be iconic to

This usage perfectly communicates a clear message

our brand, if used properly.

to our customers and will best serve to establish a

We chose Lora to be used as our display text. For

memorable, iconic brand.

main headlines or headers, Lora italic will be used in the settings. Lato is used mainly for the occasional subheaders and body text.

Just Our Type

12 pt | Resort Lover

Headline Lora Italic

Wherever you are your adventure starts here.

9 pt | Cobblestone Charcoal

Header Lato Light

As summer kicks off, choose clothing that will make you feel confident and beautiful during your travels. We have traveled all around the world to present to you the finest silks and cottons to keep you stylish and cool for this season.

8 pt | Coral Coast

Subhead 2 Lato Regular

8 pt | Venician Granite

Body Lato Light

The Dressing Room | Wallingford Located in the heart of downtown Madison and Wallingford, Connecticut, The Dressing Room Boutique offers an upscale womenâ&#x20AC;&#x2122;s experience that offers something for everyone.

7 pt | Adventure Blue

Subhead 3 Lora Regular

7 pt | Sweet Periwinkle

Caption Lato Light

Sweater Shirt $75.00 B2958. Import. Various colors.

Shoptiques

Tone of Voice Not only do we want our typography to be visually

major eelings that we want them to have about

appealing to our customers, we also want our

the brand when reading written content: friendly

content to be just as appealing and exciting. We

and approachable, empowering, and quirky. We

want to use language that will quietly convey our

want to portray this with language, which will only

mission as a company.

complement the beautiful visual identity that we

Our copy will represent the excitement and quirky

have developed.

lifestyle that our brand embodies. Additionally, our copy will highlight our main goals that we want to communicate with our consumers. There are three

Just Our Type

Friendly and Approachable

Empowering

Quirky

Picture perfect We love capturing picture perfect moments.

Picture Perfect

Picture perfect We are always looking for picture perfect moments.

In the following pages, we will give you the in-depth

Shoptiques understands that a picture can speak

details of how to appropriately handle the various

a thousand words. Because of this, we paid special

photographs or illustrations that you will encounter

attention to the imagery that would be paired with

in our brand.

our branding. We wanted it to be different from our competitors, so we have created a system that uses a combination of both strong photography and quirky illustrations to boost our brand.

Shoptiques

Illustration Style During our research phase, we noticed that

in monoweight strokes. The lines emcompass a

illustration was rarely used in our market. We loved

crayon-like texture to represent the playfulness

the idea of standing out from our competitors so we

in the brand. It also represents the personal touch

decided to incorporate fun illustrations throughout

that we put special attention in our company.

our marketing assets.

The illustrations are cityscape illustrations of

To accompany the quirky side of our brand, we

different cities all around the world. They represent

wanted to incorporate simple, fun illustrations that

the different locations of our boutiques. These

invoke a child-like sense of wonder and adventure.

illustrations add a huge personalization to our

The illustrations are drawn in a playful way: only

products and marketing.

Picture Perfect

Birthday Confetti Background

Color: Lagoon Turquoise

Simple, flat illustrations

Crayon-like, monoweight strokes

Shoptiques

Illustration Misuse We want our illustrations to be drawn in our

We want our branding to be consistent throughout

signature look: simple, line work of beautiful

all of our products. Again, this will not only add

cityscapes all across the world. We want our

to our professionalism as a brand, but keep our

customers to instantly recognize our iconic

consumers brand loyal.

illustrations. Keeping our illustrations in a similar fashion, will keep our whoe look very cohesive and memorable.

Picture Perfect

We only want to present our signature illustration style to our consumers. This is an example of an illustration misuse. The illustration style neglects the usage of monoweight line strokes, which is an important feature in our illustration style. Instead, this illustration uses filled in color blocks to illustrate the cityscape.

Shoptiques

Photography Style Photography is a dominant element in our branding.

Imagery is a very powerful tool that we use

We want our photographs to highlight the lifestyle

throughout our designs. We want to evoke a sense

that our company embraces. We are strong

of freedom and adventure in all of our products. We

advocates of independence, confidence, and the

have divided up our photography into three major

desire to explore the world. Likewise, we want

categories: lifestyle images, cityscapes, and product

our photographs to reflect these lifestyle choices

images. By providing several photography options,

while at the same time, highlighting the beautiful

we are able to communicate better.

products that we offer our customers.

Picture Perfect

Photography style 1

Shoptiques

Photography style 2

Picture Perfect

Photography style 3

Shoptiques

Photography Misuses It is very important for us to follow the photography

to give a thorough analysis of each of the images

guidelines. By following these guidelines, we are

because they are very important in our brand. We

able to maintain an inviting presence and image for

only want to show images that reflect our brand

our customers. We want our imagery to reflect our

and the lifestyle that we promote.

company and brand values. In the following pages, we have provided several misuses of our branded photography. We wanted

Picture Perfect

We want photography that will inspire and uplift our customers. We want to stray from showcasing any imagery that demonstrates negativity and melancholy. The image is colorgraded in desaturated colors and the subject is looking very lazy and unproductive. We want our images to promote productivity and positivity.

Shoptiques

We want to avoid imagery that shows indication of laziness and any imagery that includes males. We only want to showcase imagery that targets our specific demographic at Shoptiques. We are a company that specializes in female products; thus, it is very important that we showcase imagery that clearly targets our specific demographic.

Picture Perfect

We want to showcase our products in the best possible way. This photograph demonstrates a misuse of our product images. We want imagery that will showcase both our lifestyle and the products themselves. We do not want a poor quality image of a storefront. This image suggests hints of disorganization. Instead, our photographs need to showcase hints of our wanderlust lifestyle and our products.

Shoptiques

This is an example of a misuse of our cityscape photographs. We want to show clear images of the diverse architecture found across the world. This example shows a black and white image of an abstracted building. We want a clear indication of what we are looking at and beautiful colors to complement it.

Picture Perfect

This photography misuse is focused on the clothing that the subject is wearing. Photographs need to avoid images of the subject wearing unconservative, crass, or lewd clothing. We want our subjects to be wearing conservative and mature yet fashionable clothing as this will best promote our elegant and productive lifestyle goals.

Stationery Hereâ&#x20AC;&#x2122;s our office essentials.

Stationery

Stationery Stationery is a great opportunity to create personal

conveying hints of excitement and energy. With

connections with our customers. We want

every piece of stationery, we want our customers

stationery to maintain an appropriate tone for our

to be reminded of Shoptiques and who we are as a

company regardless of the content that we are

company. With that being said, our stationery also

intending to send to our consumers.

embraces the elegance that is displayed throughout

Our designs make ample usage of white space,

our brand.

complemented by pops of our signature colors. We want our designs to be consistent, while still

Shoptiques

Business Card Business cards are a huge factor in making a great

card often has high visibility to people. It also has

to be consistent with the rest of our designs. The

first impression. These cards can be an effective

the potential to enhance credibility and create a

opposing side is clean and minimal with plenty of

way to network among professionals. We want our

sense of professionalism for our business. Page

white space. Denotative information is listed clearly

signature look to reveal itself within professional

79 demonstrates an example of our business card.

and legibly in the appropriate type styles.

first impressions by appearing in our

We are using the Birthday Confetti color as the

business cards.

background on the front of the business card, with

It is very important to have a business card that is

our main logo printed on top of it. The overall layout

consistent with the rest of our brand. A business

of the business card is minimal and elegant, in order

Stationery

Front

Birthday Confetti background

Shoptiques logo

Back

Shoptiques logo Name & Title

Jane Smith Graphic Designer

Contact Information

502.423.6429 janesmith@shoptiques.com

Company Address

247 Centre Street | Suite 2 New York, NY 10013

Floral seal overlay

Shoptiques

Letterhead A letterhead is an important print piece within

with our clients. We want our letterhead to use

any brand. This letterhead is a means of

ample white space, creating a very pleasant

correspondence and a physical representation

experience for our customers.

of our values. Thus, we want our letterhead to

Our letterhead uses a cropped version of our

maintain a cohesive look with our brand, which will

floral emblem to give it a unique accent that is not

add to our professionalism when communicating.

distracting from the primary content.

Page 81 demonstrates an example of a letterhead that is found in the company. The overall layout is very clean which allows for clear communication

Stationery

Shoptiques logo

Address & Date

1234 Main Street

September 26, 2018

Louisville, KY 40208

Salutation Lora Italic; Resort Lover

Dear Ms. Jane Smith, Walking down the streets of Paris, you can’t help but be mesmerized by the fashion, architecture, culture — and the boutiques! Years ago while I was traveling for work, I came across a gem of a store in the Marais district with the friendliest, most stylish owner. At one point, the owner pointed out a pair of shoes by Phoebe Cham Pour Schu, and I knew that I couldn’t leave empty-handed.

Body

Inside their beautiful box complete with the flawless bow, the shoes became the perfect keepsake for me to take home and remember my time in Paris. I still dream about visiting that tiny Parisian store again, but in the meantime, I’ve been lucky enough to discover so many other boutiques, both near and far. Each one is special in its own way, but they all have something in common: beautiful hard-to-find pieces and a knowledgeable owner with a distinct style perspective.

Floral seal overlay

This is why Shoptiques was founded: We want to grant women access to the most stylish boutiques and replicate that same intimate in-store experience. Whether you’re starved for time, looking to find something new, or you live far away from one of your favorite stores, Shoptiques is your online destination to browse, discover, and buy the best boutique merchandise in the world.

Signature & Title

Shoptiques | CEO and Founder

Contact Information Lato light; Sweet Periwinkle

247 Centre Street, Suite 2 New York, NY 10013

1.6 inch

+ 1 (646) 368.9685 support@shoptiques.com

help@shoptiques.com press@shoptiques.com

Shoptiques

Standard Envelope Envelopes are an essential part of our brand. They

a more economical route to send to some of our

act as a medium for informing our customers of

clients. The envelope uses a lot of white space. We

who we are and add to the personal touches that

use our signature orange to add a special touch

we strive to achieve. We want our envelope to

to our envelopes. The diagram breaks down the

maintain a similar look to the rest of our marketing

specific typefaces used in each particular section of

assets. This will add a level of professionalism

an envelope. We added our tagline to the flap of the

and elegance.

envelope to sprinklen a personal touch.

Page 83 demonstrates an example of our standard envelope. We chose a simple white envelope for

Stationery

Shoptiques logo Company address: Lato light

Recipient name Lato Regular; Resort Lover Recipient address: Lato light; Venician Granite

Tagline Lora Italic; Coral Coast

247 Centre Street | Suite 2 New York, NY 10013

Jane Smith 1234 Main Street Louisville, KY 40208

Delivering happiness to you.

Shoptiques

Premium Envelope In addition to our standard envelope, we wanted to

be very unique and provide a sense of excitement

develope a signature premium envelope that would

among our consumers.

be sent to our special customers. We value our

Our premium envelopes are in our classic Paris Pink

customers and we are always looking for ways to

color, complementing the signature orange that is

make each experience as personal and as possible.

sprinkled across the envelope.

This envelope would be primarily used to send our customers our Shoptiques credit card and the credit card statements. We want the envelope to

Stationery

Shoptiques logo Company address: Lato light

Recipient name Lato Regular; Resort Lover Recipient address: Lato light; Venician Granite

247 Centre Street | Suite 2 New York, NY 10013

Jane Smith 1234 Main Street Louisville, KY 40208

Envelope color: Paris Pink

Tagline Lora Italic; Coral Coast

Delivering happiness to you.

Envelope color: Paris Pink

Shoptiques

Invoice We want to craft an experience for our customers

stationery without taking away from the important

â&#x20AC;&#x201C; from the moment they see our products to when

information that we are sending. The invoice uses

our products reach their doorstep. We wanted to

ample white space to allow our recipients to quickly

design a product invoice that would also advocate

access the important information. We incorporated

our design aesthetics and be very clear and

some of our secondary colors to add in more energy

functional for our consumers.

o a document that could otherwise feel quite stale.

Page 87 exemplifies what our product invoices

One unique feature that we added to our invoice

look like. Similar to our letterhead, it utilizes

was a special space for our local boutiques to leave

our floral emblem to add excitement to our

a personalized message to their customers.

Stationery

Shoptiques logo & Date

Reference Numbers

September 3, 2018

Order Number 56719483

Description

Quantity

Price

Colletta Faux Fur Jacket

$120.00

Jackie Cardigan

$75.00

Supplier Number 4173493

Purchase Information

Floral emblem overlay

tax

$16.20

Total

$286.20

Notes from us:

Personal Message

Contact Information Lato light; Sweet Periwinkle

247 Centre Street, Suite 2 New York, NY 10013

+ 1 (646) 368.9685 support@shoptiques.com

help@shoptiques.com press@shoptiques.com

Shoptiques

Folder We wanted a bright and fun way to package up our

both functional and beautiful. It embodies the

stationery. We designed a folder that will nicely

tonality four brand and delivers our corporate

represent our brand. We wanted our signature

documents in an exciting way. The overall color of

orange to stand out from all the other folders.

the folder is in our signature orange, complemented

This folder will be mainly used internally as our

by the other primary colors and a peek-a-boo

employees visit different places.

emblem on the pocket.

Page 89 demonstrates the anatomy of our Shoptiques folder. We designed this folder to be

Stationery

Folder Pocket: Resort Lover

Folder interior: Coral Coast

Right Pocket: Paris Pink

Website

Floral Seal

Packaging We deliver happiness to your door.

Packaging

Packaging The philosophy behind our packaging is simple: we

We make the promise to deliver happiness to your

want it to carry our unique products in the most

doorstep. The best way for us to represent this was

exciting way possible. We have crafted our boxes

through our bold and bright designs. We wanted

to be bold and fun, like our company. As arand, we

our packaging to be absolutely iconic. The bright

are always looking for new and innovative ways to

orange will be both eyecatching to our consumers

represent our products. We have created custom

and reinforce Shoptiqueâ&#x20AC;&#x2122;s brand awareness.

packaging to add a little happiness to each of our customersâ&#x20AC;&#x2122; experience.

Shoptiques

Envelope A Shoptiques woman is a combination of strong,

iconic animation that all of our consumers would

bold, fun, and adventurous. We wanted to design

recognize and love. We wanted to create a bright

a package that embodied each of these attributes.

and fun experience that would begin with our

We crafted a mailing envelope that would be bright

advertising and end with our beautiful packages

and exciting for our customers.

that house their cherished products.

The concept behind the design is reinforced by our advertising campaign (discussed on page 146). We wanted the bright orange to connect with our

Packaging

Tagline Lora Italic; Paris Pink

Shoptiques logo; Paris Pink

Website Lato Regular; Adventure Blue

Envelope: Resort Lover

Shoptiques

Shirt Box We wanted to design variations of packages that

shirt box design slides out, giving each of our valued

all resonate with one another. Our shirt box is also

customers a beautiful experience.

dressed in our signature orange, Resort Lover. To

We also designed custom tissue paper that would

reinforce our branding and add a touch of energy,

be used in each of our shirt boxes. Throughout

we have added an enlarged version of our floral

our pink tissue paper we added hints of our iconic

emblem. This emblem provides an extra graphic,

illustrations. As a final touch, we added a sticker

while still allowing room for the mailing label.

with our floral emblem.

We always believe in grand presentations. Our

Packaging

Mailing Label Clearance

Interior Box: Coral Coast

Tissue Paper: Paris Pink

Ribbon: Lagoon Turquoise

Sticker: Resort Lover

Floral Seal

Emblem: Pink Paris

Shirt Box: Resort Lover

Shoptiques

Large Box We also designed a large box for our customers

surprise to our customers and reinforces our

who just need it all. The exterior of our package is in

mission and value as a company. We also include

Resort Lover, while the interior side is in the

our custom tissue paper with every order.

color Paris Pink. We believe in adding a touch of inspiration and positivity in everything we do. For our large box design, we decided to include a message on the interior of the boxes. This adds both a special

Packaging

Interior Box: Paris Pink

Tagline Lora Italic; Adventure Blue

Tissue Paper Paris Pink

Exterior Box: Resort Lover

Shoptiques

Gift Box Our bright and fun iconic gift box was designed

or loved one who will be receiving the gift.

with our customers in mind. We wanted to design a

We wrapped our gift box with a signature pink bow.

box that would reinforce our branding, while adding

The bow represents our feminine and delicate side,

excitement to the consumer experience.

nicely complementing the bold and exciting aspects

We used our floral emblem to add some energy

represented by our bright color.

to our bright orange box. The ample negative space gives our customers room to add their own personalization to it before passing it to their friend

101

Packaging

Ribbon Paris Pink

Floral seal

Exterior Box: Resort Lover

Shoptiques

Clothing Tag Each of our clothing products is marked with our

boutiques we collect our products from. We want

uniquely designed clothing tags. Our clothing tag

our consumers to feel special about their purchased

includes two pieces: the top piece is in the color

goods, while still developing a sense of brand loyalty

Paris Pink with our logo embellished on it, while the

to our brand. We want our consumers to feel

bottom gives information from the local boutique

excited about the various local businesses they are

as well as the price.

supporting and these tags allow those businesses

The concept behind this clothing tag was to

to add some memorable personality fo their own.

introduce our customers to the different local

103

Packaging

Adventure Blue Coral Coast

Shoptiques Logo

Top Tag: Paris Pink

Bottom Tag Resort Lover

Web Presence We offer a digital presence to our unique boutiques.

107

Web Presence

Digital Presence As a growing womenâ&#x20AC;&#x2122;s e-commerce site offering a

as a fun texture and a navigational element. Our

curated selection of the best womenâ&#x20AC;&#x2122;s brands on

goal for our web presence is to create both exciting

the market, our digital presence is very important

content, while still providing a smooth experience

to us. We wanted to curate a beautiful experience

for our customers to shop.

for our consumers to feel always welcome and special when they interact with our products. Our iconic Birthday Confetti texture is implemented throughout our website, acting both

Shoptiques

Home Page First impressions are extremely important to us.

pinpoints for product discovery, which are denoted

We designed our home page to be very welcoming

with our bright accent colors. We want every

and exciting. The overall look for the home page is

customer to experience the amazing products that

very clean and minimal, while having pops of color

we have found throughout the world.

and interesting photography sprinkled throughout.

Additionally, we designed our navigation bar to be

We designed our home page with the goal to

very simple to use and organized for any user. The

invite our customers to explore and discover new

drop down menu was also designed for maximum

products. We placed several call-to-actions at major

product discovery.

109

Web Presence

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Monday – Friday

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&flI

9 AM – 8 PM

Saturday 10 AM – 7 PM

Featured Elements Free shipping over $100 & Free Returns

Currency USD

clothing

accessories

home decor

shoes

sale

new arrivals

jumpsuits

Browse By

dresses

loungewear

shop by location

tops

jackets/coats

shop by size

bottoms

active wear

shop by brand

Dropdown menu Scroll

Wherever you are, your adventure starts here. Shop New Arrivals

CTA button

email button

Shoptiques

Products Page Our products page is very structured and organized

block. The color blocks allow everything to appear

valued customers and making active promotions

â&#x20AC;&#x201C; perfect for discovering our amazing new content.

more cohesive, while still showcasing our unique

clear and accessible is a crucial component to that

To maintain a user-friendly website, we utilized a

products without distracting information in the

experience.

12 column grid to structure the content. We added

photograph. We have also added a filter box that

visual interest and rational clarity with the color

allows our users to navigate to the products they

blocks.

want much more efficiently. It is also important

It is important to note the various color blocks

to note the fixed top banner that will denote the

in our photography. Each of the products must

different promotions that Shoptiques is offering. It

be showcased on a model with a different color

is our goal to provide the easiest experience to our

111

Web Presence

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clothing

accessories

home decor

shoes

2 of 10

Filter By: brand size location color price

Sort By Colleen Lace Blouse

Nicole Turtleneck

Star Silk Blouse

Sarah Wrap Top

$ 88.50

$ 29.50

$ 79.50

$55.00

available in 3 colors

available in 6 colors

available in 2 colors

available in 1 color

Silk Button Down

Cheetah Blouse

Kate Woven Top

Cotton Long Sleeve

$ 49.50

$ 79.50

$120.00

$24.50

available in 2 colors

available in 3 colors

available in 2 colors

available in 6 colors

Anna Lace Top

Plaid Fleece Shirt

Bell Sleeve Blouse

Sheer Plaid Button Down

$ 90.00

$ 59.50

$ 79.50

$39.50

available in 2 colors

available in 1 color

Crewneck T-Shirt

Haley Blouse

Michelle Plaid Blouse

Ann Silk Blouse

$ 19.50

$ 45.50

$79.50

available in 10 colors

available in 5 colors

available in 1 color

available in 4 colors

Help

About

Connect

Hours

track your order

our story

Monday – Friday

returns and exchanges

FAQs

careers

shipping

brands

customer service

merchant agreement

&flI

private policy

Join us on our adventure Sign up emails to get the latest scoop of new arrivals, exclusive sales, and much more!

Free shipping over $100 & Free Returns

Featured Elements

Currency USD

clothing

accessories

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shoes

Filter

Enter your email.

9 AM – 8 PM

Saturday 10 AM – 7 PM

sale

clothing / tops

2 of 10

| view 16

Breadcrumbs

Filter By: brand size

Products

location color

Navigation

price

Sort By Colleen Lace Blouse

Star Silk Blouse

Sarah Wrap Top

$ 88.50

$ 29.50

$ 79.50

$55.00

available in 3 colors

Nicole Turtleneck available in 6 colors

available in 2 colors

available in 1 color

sale

clothing / tops

Shopping Bag

| view 16

Shoptiques

Customizable Boutique Page We want to highlight and support our local

In addition, the page includes a profile image and

boutiques. We have designed a customizable page

contact information for our customers. We also

where each boutique can customize and showcase

designed a follow button for our users to curate

their products. The page gives the option for

the products on their own pages. These additional

boutiques to add a customizable banner image with

features will allow our customers to curate their

three additional product photograph to highlight

experiences to better suit their needs.

signature items.

113

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The Dressing Room

Wallingford, Connecticut

Contact +1. 456.346.2958

clothing / tops

2 of 10

Filter By: brand size location color price

Sort By Colleen Lace Blouse

Nicole Turtleneck

Star Silk Blouse

Sarah Wrap Top

$ 88.50

$ 29.50

$ 79.50

$55.00

available in 3 colors

available in 6 colors

available in 2 colors

available in 1 color

Silk Button Down

Cheetah Blouse

Kate Woven Top

Cotton Long Sleeve

$ 49.50

$ 79.50

$120.00

$24.50

available in 2 colors

available in 3 colors

available in 2 colors

available in 6 colors

Anna Lace Top

Plaid Fleece Shirt

Bell Sleeve Blouse

Sheer Plaid Button Down

$ 90.00

$ 59.50

$ 79.50

$39.50

available in 2 colors

available in 1 color

Help

About

Connect

Hours

track your order

our story

Monday – Friday

returns and exchanges

FAQs

careers

shipping

brands

customer service

merchant agreement

&flI

private policy

Join us on our adventure Sign up emails to get the latest scoop of new arrivals, exclusive sales, and much more!

Free shipping over $100 & Free Returns

Currency USD

clothing

accessories

home decor

shoes

sale

Featured Elements

Banner

The Dressing Room Carousel The Dressing Room

Wallingford, Connecticut

clothing / tops

Filter By: brand size location color

Contact +1. 456.346.2958

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9 AM – 8 PM

Saturday 10 AM – 7 PM

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Shoptiques

Individual Product Page Our individual product pages showcase the

icons to simplify the shopping experience. Our

products in a beautiful space with easy, functional

product page was designed to emphasize the

buttons for our users to quickly navigate and

multiple sizing and color options, thus making a

purchase their products.

friendlier and simpler purchasing experience.

The page utilizes white space to drive the focus to the major call-to-action buttons, denoted in bright orange. Our perspective images are highlighted with our accent blue. We have designed custom

115

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Turtle Neck Sweater $ 49.50 Color: Oatmeal Beige

Size:

size charts

XXS

Petite

Tall

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Description

Boutique

Reviews

Shipping Info

The Dressing Room | Wallingford Located in the heart of downtown Madison and Wallingford, Connecticut, The Dressing Room Boutique offers an upscale women’s clothing experience that offers something for everyone. With a wide selection of mother-of-the-bride dresses, prom gowns, formal cocktail dresses & evening gowns, denim, and casual wear from designers like Ted Baker, Nicole Miller, Joseph Ribkoff, Articles of Society, BB Dakota, Hardtail Forever and so much more, you’re sure to ﬁnd something you’ll love. The Dressing Room lifestyle is all about fun, friends, and most importantly, fashion.