Through the Looking Glass is a fashion-centric jewelry and accessory boutique that offers unique, beautiful and one-of-a-kind items. Located in Winter Park, FL, they cater to the upscale market in a retail district that offers a great luxury brand shopping experience. The eclectic chic style of TtLG needed to conform to the space as well as differentiate itself from other like-minded boutiques. The creative brief outlined this necessity and is reflected in the branding.
The original branding needed to be modernized while keeping with the core brand assets. The victorian-stylized woman illustration carried a lot of equity for the logomark. We needed to keep that part of the brand identifiable. The new logo signature and logotype needed a complete departure from the original. We started by simplifying the illustration of the woman. We then analyzed the original “Through the Looking Glass” logotype.
The lettering felt forced and ineffective at scale as illegibility was compromised, and did not offer any insight into the brand messaging. The revised logotype was created to be more legible at various sizes and well-equipped to be recognized on various applications, such as print materials, digital and exterior signage. We also created a modular system with a variety of layouts to help solve some of the constraints in print and digital. The successful project was met with a revised branding execution that combined the old with a new modern take. It took on a refreshing and inviting look.
