Wordmark

Elli Felico wanted a logo that echoed the timeless elegance of Old World or New York luxury brands, while also reflecting her shop's fresh, distinctive energy. We explored many typefaces, especially in the Didone tradition, but they felt a little too drab or possibly reminiscent of Italian restaurant branding.

Ultimately, I designed a custom wordmark that combined elements from the typefaces we liked.
A stylized accent over the “i” adds flair, playfulness, and hopefully assists with pronunciation.

Brand Style

Additional typography draws inspiration from fashion magazines, paired with a timeless black-and-white palette. A pop of red in the poppy illustrations adds a symbolic touch of renewal and vitality, while echoing the bold red of lipstick.