TILLYS: WEST OF MELROSE
WOMEN'S EVERYDAY FASHION
2020
ART DIRECTION & LEAD DESIGN
Working with Tillys to develop their in store brands has always been a pleasure. West of Melrose is the go-to fashion label for women unafraid to embrace their unique selves. Effortless minimalism merges seamlessly with feminine charm, catering to free-spirited young women seeking that perfect blend of casual-lux style.
ABOUT.
SCOPE OF WORK.
Develop a word mark and collection of trim to be the identity representing Tillys new girls and womens division.
FOR USE ON.
Web Store, Social Media, Hang Tags, Labels, Joker Tags and Hardware.
DESCRIPTION.
Tillys intention for West of Melrose is to be a complimentary brand to the likes of Levi's, Free People and Anthropologie.
WOM embodies serious female energy, empowering expression and confidence through fashion. Pieces from the West of Melrose brand effortlessly complement iconic fashion staples like the Levi’s 501 High Rise Ripped Denim Shorts. Inspired by the eclectic boutiques of Melrose Ave., the logo mark captures the essence of the brand's representation.
FINISH CODE.
LTHF046.
Medium Alloy
LTHF019.
Dull Oxidized Copper
MC49.
Matte Vintage Black Enamel
LTHF039.
Old Tin
LTHF029.
Dull Medium Antique Copper
LTHF079.
High Polished Gunmetal
MC9.
Dull Light Anti-Nickel
MC37.
Anti-Copper Tin
VISUAL BRAND POSITIONING
Hang tag concept highlighting the patented West of Melrose off-black color, unsaturated art, and a logo lockup that rests up against the next closest edge.
Shopping bag showing off a photo layout with limited photography highlighted by the off-black color bars and text knocked out.
Mall signage demonstrating logo usage and layout accompanied by an abundance of photography and aligned to the main logo.
Packaging demonstrating the off-black overlay on an unsaturated photograph encapsulated within the signature black border. A splash of a monogram logo.