How do you make a new fashion brand feel premium, distinctive and credible from launch, without building a system that is too expensive or rigid to grow with it?
Pulche is a London-based premium womenswear brand that started with a product vision and aesthetic direction, but no established identity or packaging system.
My role was to turn that starting point into a consistent, scalable brand across packaging, ecommerce, social media and campaigns.
Pulche - Case Study
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THE CHALANGE
The project had to solve three main problems.
Premium positioning and memorability
Pulche needed to look credible enough to support the quality, tailoring and price point of its products. It also had to have enough personality to be memorable without becoming loud, trend-driven or overly decorative.
Scalability
The identity and packaging needed to work at launch, as well as stay relevant and adapt easily as the business grows.
Startup budget
The brand still needed to deliver a premium experience while working within the tighter production and packaging budget of a startup.
DEFINING THE VISUAL DIRECTION
The client already had a clear instinct for the atmosphere of the brand. The moodboard communicated femininity, restraint and luxury, but not how those qualities should function across different applications.
My role was to translate those references into a usable visual system, built around those qualities.
POSITIONING THE BRAND
Pulche sits between contemporary fashion and restrained luxury references. It shares familiar cues such as pale pink, font pairings and feminine positioning, but avoids the playful and trend-driven visual language.
References such as The Row and vintage Dior brought restraint, permanence and visual control into the direction.
The result became a balance between clean minimalism and controlled detail: familiar enough to communicate premium positioning, but distinctive enough to feel ownable.
IDENTITY SYSTEM
The identity was developed as a flexible system rather than a collection of individual assets.
Logo suite
The four related marks allow the identity to adapt to different scales, formats and levels of emphasis without losing consistency.
CONTENTS
2026
6 weeks
7 minutes read
Typography
Playfair Display, Poppins and Monsieur La Doulaise balance editorial elegance, clarity and selectiveness. A defined hierarchy keeps the system consistent across physical and digital applications.
Playfair Display
Rina Dress
Monsieur La Doulaise
Summer Collection
POPPINS
MAXI LENGHT | BLACK
Poppins Light
Header
Subheader
Body
Accent
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Colour Palette
The colour palette balances warmth and quiet sensuality with functional contrast. Primary, neutral, atmospheric and statement colours each have a defined role, keeping colour use controlled across applications.
Functional
Primary
Primary
Neutral
Atmospheric
Statement
Illustration
Illustration adds personality to an otherwise minimalist identity. Simpler graphics support a contemporary look, while detailed artwork is reserved for moments where an immersive brand experience adds value.
CONSISTENCY ACROSS CHANNELS
I tested and applied the system across ecommerce, social media, campaign visuals, business cards, clothing labels, hangtags and packaging.
For the website, I created aesthetic guidelines for the person responsible for implementation and provided visual feedback throughout the process.
The strategy was not to make every touchpoint identical, but to define enough shared rules around hierarchy, typography, spacing, colour and visual detail for the brand to remain recognisable as the format changes.
PACKAGING STRATEGY
The need
The packaging needed a premium unboxing experience while remaining cost-efficient, scalable and realistic for a startup.
The strategy
I prioritised the parts of the packaging the customer would experience most directly. Cost and complexity were reduced where they added little to the experience and concentrated where they could strengthen the brand.
The solution
Instead of a rigid box inside a separate shipping box, I developed a single-box ecommerce system. The exterior stays plain for the shipping label, while the branding appears inside, turning the opening of the box into the main branded moment.
Single-colour printing reduces production cost, and the system can easily adapt across different box sizes. The thank-you card and sticker remain universal, while the tissue paper can be resized or folded without changing the core design.
This strategy also supports a more sustainable approach by limiting unnecessary printing, glossy finishes, plastic and excess packaging material.
IMPACT ELEMENT
Because the rest of the packaging is intentionally minimal, the illustrated tissue paper became the point where personality, storytelling and the unboxing experience meet.
The artwork was inspired by vintage Dior lithographic packaging and combines London references, like architecture, magnolias, peonies and swans, with fashion mannequins, adding a romantic layer to the experience.
This gave the brand an ownable visual element without requiring complex or expensive structural packaging.
BRAND GUIDELINES
The project was not complete when the assets were designed. Pulche needed to be able to reproduce the identity consistently after handoff, so I created detailed brand guidelines for both digital and physical applications.
For non-designers, the guide includes clear rules and examples for keeping designs "safe", alongside common mistakes to avoid. For designers, it defines the core visual rules and tone while leaving enough space for creativity.
The production section includes colour references, Pantone matches for different materials and finishes, and printing guidance.
The result is a system that protects consistency without becoming too restrictive as the brand grows.
OUTCOME
Pulche moved from an initial product idea and moodboard to a complete and scalable brand identity that Pulche can continue using as the business expands.
The finished system gives the brand:
a credible premium position
a distinctive visual aesthetic
consistency across packaging, ecommerce, social media and campaigns
a memorable unboxing experience
a packaging system that can adapt to future products
clear guidelines that support independent use after handoff
REFLECTION
One of the decisions I am most satisfied with is also a very small one: branding the box only on the inside. The outside can stay practical and take the shipping label, while the inside becomes the aesthetic, premium part of the experience. It is a small detail, but I think it makes a big difference.
The project also made me realise I could be more assertive about design decisions, especially when a client suggestion is not ideal visually or functionally. Being clearer about that would make the process more focused and avoid overwhelming the client with too many compromises.
I also kept thinking about an alternative concept for the tissue paper illustration that felt riskier than the romantic, London-inspired direction we used. It relied on more subtle symbolism connected to Pulche’s tone and personality, and I think it had the potential to become more iconic and slightly mysterious. Looking back, I wish I had explored that direction further.
Lastly, I believe the approach of introducing complexity only where it adds clear value, stands out particularly more in this project.
Overall, I am very satisfied with the outcome. The system does exactly what it was designed to do, the client’s feedback was very positive and I am looking forward to seeing how the identity develops as Pulche grows.
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