The Baby Cot Shop
Bringing sophistication and understated luxury to a new nursery boutique on Chelsea’s famous King’s Road.
Situation
Having set up a thriving e-commerce business selling luxury nursery furniture and accessories, interior designer and founder, Toks Aruoture contacted me looking for a rebrand that would enable their first shop to fit seamlessly in its prestigious Chelsea location.
Discovery
Toks and her team had chosen their business name for its clarity and SEO benefit, so part of our challenge was to create branding that would make the name feel like a brand name, not just a search term. From researching competitors, we identified that our client could easily gain a place within the top tier of nursery furniture & design brands with an elegant high end looking logo that is mostly traditional, with a modern edge.
Moodboard
Based on the aesthetic of the items on sale, and tastes of the customers, we knew that we would opt for a pastel palette with a Parisian touch.
We took inspiration from boutiques with traditional hand-painted signage, as we knew that replacing the store’s existing plastic swing sign with traditionally wooden signage would elevate the appearance significantly.
Logo
We explored several typographic options, before settling on the final logo, and creating a sub-brand for the in-house designed collection of products.
