Our brief was to create a visual identity that resonated with independent, self-assured women. The brand also had to appeal to modern women’s aspirations and desires. All of this also had to be done with as much simplicity as possible, in line with international luxury design trends. We also had to create a brand that applied seamlessly between clothing and cosmetics, which was going to be quite tough to do.

We started off by creating a beautiful word mark for the brand. We selected a wide, thin sans serif font and wrote out the letters in all caps. This mark is bold and striking, evoking feelings of strength, courage and glamor. We then set out to define the brand through its colour palette. We chose navy blue with a touch of rose gold. The blue was the anchor and the rose gold was added to introduce an elegant feminine feel. To differentiate between the clothing and cosmetic sides of the business, we created a sub brand called “Shades by Bow London”. This sub brand would be the vehicle under which all the lifestyle products would sit under and its logo would sit on all of the packaging.