Mad About Style: Crafting Brand Identity

Beyond Aesthetic – The Birth of Mad About Style’s Unique Branding

Mad About Style, the boutique store featured by The Jilly Box by Julian Harris, is well known for its distinctive selections and unparalleled aesthetic. However, the competition intensified in recent years with a surge of fashion brands and boutique stores merging and online shopping taking place.

Nicola, the spirited and determined mastermind behind the brand, sought a creative partner to orchestrate a rebrand – a transformation that would not only help the brand stand out in the competition but also breathe new life into the very soul of Mad About Style.

the Challenge

For Nicola and her team, the rebranding was monumental – their first experience with a systematic branding process. Conversations with Nicola unveiled pieces of the new brand direction – insights into her inspirations, the initiatives to start the brands, future product selections, and so on. Our task was to create a new brand identity resonating with the target markets.

The Solution

With product selection, price tier, and Nicola’s vision in hand, we started immersive research to identify the target audience and understand their shopping behaviour. By creating the ideal shopper personas and summarizing their pain points a rebrand that centred on effortless elegance was born, with the core messaging of empowering customers to confidently their individuality. 

The branding elements mirrored this strategy.  The logo evolved into a modern, elegant design, complemented by petal-inspired curvatures,  symbolizing the essence of modern women’s strength and softness. The colour palette, delicately refined from the original branding, was both visually pleasing and carefully considered for practical usage.

The Work