Serendipity Visual Branding Refresh

Serendipity Boutique, based in Bristol, VA, was adding a marketplace to their physical location by creating partnerships with local businesses. This expansion added to the reasons the company needed a branding refresh, including the increasing age of the company, as it was celebrating 14 years in 2021.

I was able to build off of their existing strong foundation since their logo was recognizable with their ideal customers, so a complete rebranding was not needed. Instead, I would offer a brand identity refresh with goals to:

• modernize the logo while staying true to their ideal customers

• add a brand mark for easier visual recognition

• keep the design simple

• incorporate the extended name: “& Marketplace”

• use an additive design process to make use of existing signage (saving thousands $$)

Logo Design

Because their brand was well-established and relevant and they had existing signage that can likely be reused inside and outside their location, I created a modern variant of their existing logo.

First, I focused on the logo type:

I kept the hand-written feel, but modernized it and made it less formal (and in turn, younger) by recreating the text with the full swashes (loops) and tracing the font, creating monoline hand lettering with a consistent stroke weight (no variation in the width of the line).

I simplified the swashes (removed the big loops other than the tail of the “y”) for better legibility and easier rearrangement of the logo with a brand mark and descriptor text. This simplification also helps the text feel quieter and more subtle.

I removed the visual weight that came from the four swashes on the right side of the logo. The result is a more balanced, clean, simple design that doesn’t lose its femininity and joy!

The addition of “BOUTIQUE & MARKETPLACE” needed to be simple, so I used a classic but modern sans-serif font in a confident bold, as well as an ampersand to break up the text.

Next, I needed to develop a unique brand mark that aligned with Serendipity’s mission (to inspire others to become the best version of themselves) and brand words (modern, simple, confident, inspiring, joyful).

Not only is a butterfly seemingly serendipitous, a butterfly is also a symbol of joy, individuality, and quiet confidence. What better symbol for embracing a better version of yourself?

Any tied ribbon is an ancient symbol of strength and loyalty (ties that bind). A loose ribbon bow is a feminine symbol that can be associated with gifts and value, or clothing and beauty.

While the circle represents community and wholeness, the organic shape gives it a more natural, unplanned feel. Pink is the color of love, compassion, playfulness, and femininity. The muted blush color feels more earthy and natural than a pink, which softens the confident and respectable black elements from the rest of the logo.

The butterfly bow is comprised of flowy monoline curves that pair with the new monoline font and mimic the letter “S” as a nod to Serendipity.

The result is a modern, simple, confident, inspiring, and joyful logo design for a local business, with variations for any use:

Does your visual branding need a refresh like Serendipity?

I’d love to hear about your vision and where you’re currently at in the branding process. Let’s hop on a quick call to chat! Want to learn more about my branding process? Just click the button below.