Creating a brand system for a curated collection of designer womenswear.
Harry + Me is an ever-evolving sensory space. Found on the high street of Daylesford, Victoria, it is a destination store — full of unique, hard-to-find pieces dedicated to making women feel good.
Owner, Amanda Storer, carefully curates a high-quality and avant-garde collection. The store, its contents and decorations are an expression of her eclectic personality.
Harry + Me needed a refresh of its visual language, which until now rested solely on the original logo that was almost 10 years old and designed when Harry and Me still stocked childrenswear.
The updated brand system needed to communicate its elevated, niche identity. It also needed to capture the immersive experience of entering the physical store and the space that has been curated for its customers.
An extensive strategy session enabled us to articulate Harry & Me's core values and attributes, understand its customers and determine the feelings and messages they should receive from engaging with the brand.
The brand system rests on three core concepts: a nest, a space and a collection. The store, like a nest, is constructed from a collection and provides space for its contents.
Taking stylistic cues from high-end retail branding, combined with inspiration from the natural environment of the store in country Victoria and Harry & Me's largely European labels, the result is a refined visual language of contrasting textures and lines, abstracted shapes and a natural colour palette.