US was approached by the founders of Fabulous, to develop the identity for their new fashion boutique.

Located in cosmopolitan St Helier in Jersey, the boutique houses hand-picked fashion, accessories, beauty and lifestyle products from around the world.

Fabulous was named after a brainstorm where the founders wish their customers to 'look and feel fabulous'. They needed the identity to reflect the collections they would sell in-store as well as appeal to their target audience. 

After a brand clarity session we created mood boards to understand the day and evening female collections and target audience. The team got to work on developing the brand.

US designed a brand identity for Fabulous that is both feminine and strong, with a little bit of flair, to emphasise the word. The design is clean with a classic silhouette to compliment overlaying and pairing with vibrant patterns and fabrics. 

US created an illustration to sit alongside the identity. We call her ‘Fabulous’ and she is the face of the brand adorning the signage and social media campaign launch. 

The identity officially launched in the Summer of 2020.

BRAND DEVELOPMENT | DESIGN | ILLUSTRATION | SOCIAL LAUNCH