- Branding ServedProject Featured On:Branding Served — 2/23/13
Jelli - Children's boutique -Identity and store design
Description
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
Concept, design & Illustration - Helene Botha / Ateljee
Copywriter - Mark Vader
Transforming Illustrations into CAD drawings - Brand DNA
Paper Owl template - Martin Jansen / 3 Eyed Bear
Copyright Info
Featured on 2/23/13
- Featured on:
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Branding Served
- 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 was simply embossed on high quality white Stephen paper, making the forms of the logo stand out in a tactile and three-dimensional way. As Jelli is a premium store hosting top quality brands, the stationary had a luxurious and sophisticated feel to it.
VISUAL LANGUAGE
Letters also revealed hidden characters that could be formed within negative spaces to create Illustrations that was grounded in the typography and grid.
- PROMOTIONAL GIFTS - JELLI ALPHABET
Promotional gifts were also developed around the brand supporting the development of children. For the smaller kids, a poster with the Jelli alphabet was given as a gift with their purchase. 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 was starting 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 a thank-you-gift, with instructions on how to cut, fold and paste it. This extended Jelli into their lives in the form of a playful paper owl.
- GRAPHIC ELEMENTS - TISSUE PAPER
The Jelli-typeface could easily be used to create other strong graphic elements, such as the patterns on the tissue paper used to package garments. All of the brands had their own packaging, so the challenge with the tissue paper was to add the Jelli identity, without competing with the brands packaging.
- IDENTITY PROGRAM EXTENDED INTO STORE DESIGN
The grid was also used by us to two dimensionally draw the furniture and features of the shop, and was then brought to life by interior architects who developed our 2D scale drawings into 3D renderings to be implemented in the store. The design was thus pulled through from the logo and business cards, to the furniture in the store to create a complete experience of the brand from your first contact with the logo on a business card or website. The modular system of the furniture inside the store also allowed customization - for example 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 INTO STORE DESIGN - STATIONARY LOOK AND FEELEVOLVED INTO INSTALATION
Creating visual elements that would tie in with the stationary and have a strong sense of tactility was incorporated into the store. The castle illustration behind the counter, that was also developed on the grid, was created by cutting different layers of the illustration and spacing them from each other to casts shadows between the layers 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 FOR FEATURES INSIDE THE STORE
An unsightly pillar near the entrance was turned into a tree that could seasonally be changed with elements hanging from the different branches to create a themed window display. The branches were also developed on the Jelli grid and referenced the different shapes contained within the logo. One of the branches was extended so that you would walk underneath it when you entered through the door - creating a transition into the world of Jelli.
- Concept, design & illustration - Helene Botha / AteljeeCopywriter - Mark VaderTransforming furniture drawings into CAD format - Brand DNAPaper Owl template - Martin Jansen / 3 Eyed Bear
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