Branding
Aurelie
A brand identity for a startup French womenswear label, so a new brand felt effortlessly chic and timeless from day one.
Services
Sector
Year
Brand identity, brand guidelines
Womenswear
2026
Chapter One
Where the story began
Aurélie is a French inspired womenswear label, built on the idea of effortless, timeless style. Beautiful pieces designed and sourced from Paris that you can wear every day and style with what you already own. When Lucy started Aurélie, the vision was clear and lovely, but there was no brand yet to carry it. As a startup, that first impression matters enormously. With no recognition to lean on, the brand itself has to do all the work from day one, communicating the whole Parisian, effortless feeling before anyone has bought a single piece.
Chapter Two
What we uncovered
The whole appeal of Aurélie is a feeling. Understated, elegant and unmistakably French. Timeless rather than trend led. So the brand could never just look pretty. It had to feel like the effortless Parisian chic the clothes promise, the sort of quiet confidence you either get right or you do not. For a new brand, getting that exactly right from the start is what lets it feel established well beyond its years, and gives the right people something to fall for and belong to.
The Outcome
A brand identity that feels effortlessly French and timeless from the very first glance, giving a new venture the cohesion and confidence to look established from day one, and a foundation the founder can build every touchpoint on.
Chapter Three
The next chapter
I created the complete brand identity for Aurélie and brought it all together in a brand guidelines document. The logo, the palette, the typography and the overall visual language, all designed to feel effortlessly French, refined and timeless, and all captured in one clear set of guidelines. That gave Lucy a considered, cohesive brand to launch with, and just as importantly, the confidence and consistency to build everything else on top of it, from the website and packaging to social and beyond. From day one, Aurélie looked like a brand that knew exactly who it was.
