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Jelli - Children's boutique -Identity and store design

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The aim with the Jelli identity was to create a brand that was inspired by a modular system, referencing toys such as puzzles and building blocks that played an integral role in a child’s development. Everything from the logo to the furniture inside the store was developed on the same grid in order to create forms that gave the sense that they could fit together to form something new. Creating a memorable experience for both parent and child both playful and sophisticated, was key in creating the Jelli brand. Concept, design & Illustration - Helene Botha / Ateljee Copywriter - Mark Vader Transforming Illustrations into CAD drawings - Brand DNA Paper Owl template - Martin Jansen / 3 Eyed Bear
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  • Jelli - The Children's boutique
    LOGO, TYPEFACE, IDENTITY AND STORE DESIGN.
  • Jelli children's boutique is aboutique that focuses on introducing European children's designer wear andeducational toys to South Africa. The aim with opening the Jelli store in SouthAfrica was not only to bring designer wear to South Africa, but to be part of achild's development and to be involved every step and create a life longrelationship. Jelli also focuses on educational toys, which can be boughtalongside big international names such as Kenzo kids, Desigual, Catimini etc.

  • THE LOGO

    The logo and Jelli typeface wasdeveloped on a grid inspired by modular building blocks and puzzles, that playsan integral role in a child’s development. Letters were drawn on the grid thatcreated the idea that they where also a puzzle that could fit into each otherif you start to play with them.


  • LOGO COLOUR VARIATIONS FOR DIFFERENT APPLICATIONS

  • BUSINESS CARDS

    For business cards the logo wassimply embossed on high quality white Stephen paper, making the forms of thelogo stand out in a tactile and three-dimensional way. As Jelli is a premiumstore hosting top quality brands, the stationary had a luxurious andsophisticated feel to it.


  • VISUAL LANGUAGE

    Letters also revealed hiddencharacters that could be formed within negative spaces to create Illustrationsthat was grounded in the typography and grid.


  • PROMOTIONAL GIFTS - JELLI ALPHABET

    Promotional gifts were alsodeveloped around the brand supporting the development of children. For thesmaller kids, a poster with the Jelli alphabet was given as a gift with theirpurchase. This incorporated the Jelli brand into the child’s daily environment,and served as a constant reminder of the brand, while serving an educational purpose.


  • PROMOTIONAL GIFTS - JELLI PAPER OWL

    For older children that wasstarting to get creative and becoming more actively involved in making things,and using their coördination to do so, a flat cut out toy was given as athank-you-gift, with instructions on how to cut, fold and paste it. Thisextended Jelli into their lives in the form of a playful paper owl.


  • GRAPHIC ELEMENTS - TISSUE PAPER

    The Jelli-typeface could easily beused to create other strong graphic elements, such as the patterns on thetissue paper used to package garments. All of the brands had their ownpackaging, so the challenge with the tissue paper was to add the Jelli identity,without competing with the brands packaging.


  • IDENTITY PROGRAM EXTENDED INTOSTORE DESIGN

    The grid was also used by us to two dimensionally draw the furnitureand features of the shop, and was then brought to life by interior architectswho developed our 2D scale drawings into 3D renderings to be implemented in thestore. The design was thus pulled through from the logo and business cards, tothe furniture in the store to create a complete experience of the brand fromyour first contact with the logo on a business card or website. The modularsystem of the furniture inside the store also allowed customization - forexample plinths can be moved around to create small catwalks for fashion shows,serve as small tables for children to play on or used for exhibiting garments –allowing a practical or fun function.

  • IDENTITY PROGRAM EXTENDED INTOSTORE DESIGN - STATIONARY LOOK AND FEEL 
    EVOLVED INTO INSTALATION
    Creating visual elements that wouldtie in with the stationary and have a strong sense of tactility wasincorporated into the store. The castle illustration behind the counter, thatwas also developed on the grid, was created by cutting different layers of theillustration and spacing them from each other to casts shadows between thelayers painted only in white. This created a huge tactile and intricate installation- referencing the shapes of the logo and furniture.


  • LOGO GRID SERVED AS GUIDELINE FORFEATURES INSIDE THE STORE

    An unsightly pillar near theentrance was turned into a tree that could seasonally be changed with elementshanging from the different branches to create a themed window display. Thebranches were also developed on the Jelli grid and referenced the differentshapes contained within the logo. One of the branches was extended so that youwould walk underneath it when you entered through the door - creating atransition into the world of Jelli.

  • Concept, design & illustration - Helene Botha / Ateljee
    Copywriter - Mark Vader
    Transforming furniture drawings into CAD format - Brand DNA
    Paper Owl template - Martin Jansen / 3 Eyed Bear

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