Luxury Retail Identity
A minimal identity for a luxury retailer: a serif wordmark, a near-black palette, one metallic accent and plenty of white space.
Self-initiated projects, designed and built to show how I approach this kind of work.
The challenge
In luxury branding, every extra element makes a brand look cheaper. The system had to be defined as much by what it rules out as by what it includes.
What I did
- Wrote the guidelines as clear rules: nothing within 48px of the logo, one accent colour per surface, and serif type for headings only. These are the decisions other people most often get wrong.
- Chose two neutrals and one metallic, and stated which is used for text and which for backgrounds.
- Specified the real-world uses: foil on rigid packaging, backlit signage readable at two metres, and a product grid with 40% white space.
The result
A concept identity, not a client project. The deliverables match a real brand handover: logo variants, a colour palette with clear roles, a type scale and written guidelines.
Live demo
This is the working interface, not a screenshot. Every control works, so try it out.
Logo system
Palette
Click a swatch to copy its hexTypographic scale
Applications
Packaging
Foil-stamped rigid box, bone tissue, obsidian ribbon.
Storefront
Wordmark at 2m, letter-spaced to 0.3em, backlit.
Digital
Product grid with 40% whitespace and no drop shadows.
Stationery
Letterpress cards on 600gsm bone stock.
Rules the brand runs on
- 01
Whitespace is the product
Nothing sits within 48px of the mark. Crowding reads as discount retail.
- 02
One accent, used sparingly
Champagne appears once per surface — a rule, a foil edge, never a fill.
- 03
Serif only for display
Body copy stays neutral so the serif keeps its weight.