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Boudoir &  Her
2021



Role
Logo
Visual identity system
Boudoir & Her 不她 (Zhuhai, China) is an extension of the Boudoir Coffee House (Seoul, Korea) brand. The founder is also the head of The South Korean fashion label Boudoir Fur House & I Am So Lonely, incorporating a haute couture attitude into specialty coffee and cocktail. We were asked to rebrand the cafe, with an aim to create a cohesive and coherent aesthetic between cafe and fashion.

The brand name was chosen by the client from a shortlist I prepared because it represents a state of "must be her" in Chinese, whose pronunciation is similar to "Boudoir". What we discovered during the rebranding process is that Boudoir & Her's brand power is elegant and exquisite - the logo was designed with these keywords. The new logo is an expressive piece of custom lettering created in reference to the fashion magazines, which is the most important element of recognition. The overall trend is elegant and full of delicate sense. Meanwhile, the pattern design also appears on the clothing fabric, using the logo repetition to create the woven sense of fur. We also collaborated with an interior designer to create a new and unique space for consumers that is completely different from the day, associated with the cafe and night, associated with the night, leading a new fashion dining lifestyle.