Tangerine — Fashion Boutique Brand Identity
A sophisticated and contemporary brand identity that celebrates the elegance, confidence, and individuality at the heart of Tangerine’s fashion ethos.
Overview: Tangerine is a fashion boutique known for its curated selection of timeless yet trend-conscious pieces. Located in a vibrant retail hub, it offers a personalized shopping experience that blends modern style with effortless sophistication. I was commissioned to develop a full brand identity, exploring multiple creative directions through a carefully crafted moodboard and three distinct visual concepts.
My role: Lead Designer — brand identity development, packaging, marketing collateral.
Challenge: The client needed an identity that could balance high-end elegance with an approachable, fashion-forward feel. The design had to be versatile for both in-store touchpoints and digital platforms, while expressing the boutique’s refined but confident character.
Approach: Through collaborative workshops and moodboard explorations, I developed three unique concepts that reflected Tangerine’s brand vision. The final identity chosen by the client captured their preferred balance of elegance and vibrancy. One of the other proposed directions — the one featured here — remains a personal favorite for its editorial edge and timeless restraint, making it a concept I’m proud to showcase.
Deliverables: Logo design, visual identity system, color palette, custom typography, packaging design, signage, digital templates.
Outcome: The chosen identity elevated Tangerine’s brand presence, resonating with their clientele and creating a cohesive visual experience across all touchpoints. The featured concept here stands as a testament to the creative range explored during the project — and to the value of strong, distinctive design thinking.
Love exploring bold and beautiful brand identities for the fashion world? Email me — I’m always excited to bring fresh vision to life.
