Abbeygail’s Re-Chic Boutique
Identity and logo design
Abbeygail's Closet needed a facelift.
Abbeygail’s Closet needed a facelift. The store sold gently-worn brand name clothing at affordable prices and had become associated with traditional consignment stores rather than the trendy yet affordable boutique that it was. Abbeygail’s Closet wanted to be viewed as a viable option for upscale women and teen shoppers in the Triangle area. At the same time, the store wanted to promote its association with the Women’s Center of Wake County, supporting homeless and low-income women and children in the area. The store’s mission is to generate revenues to support the programs and services of the woman and children assisted by the Women’s Center. Rather than portraying an image of traditional “consignment,” the shop desired a look that would better appeal to its target audience, while also raising awareness for its support of needy women and children.
Kelly MarCom was brought on board to guide the vision for an upscale brand identity for the shop that would appeal to women and teenagers shopping for affordable, trendy brand name clothing. Kelly MarCom applied its naming and discovery process to identify key attributes of the organization: classic, trendy, friendly customer service and dedicated to the community, to name a few. From our conceptual development and the names we presented, the shop chose “Abbeygail’s Re-Chic Boutique”...a concise packaging of the business attributes into one memorable name.
Our logo development resulted in a silhouette of a faceless fashionista who intentionally doesn’t look like a specific woman, but allows anyone who shops there, or sees the logo in another medium, to see themselves in the logo. Abbeygail’s was drawn to this logo because it conveyed a level of sophistication and edge, without getting too playful. This woman would clearly and concisely speak to the women they targeted for both donations and sales. Plus, the logo subtly forms an “A” representing the initial for Abbeygail’s. Kelly MarCom selected the red/black color palette to invoke the “classic” timeless look. Abbeygail’s loved the palette so much, they decided to paint the interior of the store with the same colors, further extending the new identity to the store’s physical retail space.
The logo and name were unveiled at the grand re-opening ceremony of the store. Event turnout surpassed projections and included N.C. State Treasurer Janet Cowell and several Triangle media outlets. Abbeygail’s now believed that its new look would only increase its ability to provide much-needed support to the women and children of the Women’s Center. The executive director of the organization confirmed that sales nearly doubled after the new identity was launched in the media – through PR, billboard advertising and word of mouth. The store has a solid new footing from which to serve and attract new customers – all leading to more funds raised for the Women’s Center.
