Etoilys
The task was to build a complete visual identity for Étoilys. A lifestyle brand created for women who want to feel beautiful and confident without ever compromising on real-life functionality. The bags had to move seamlessly from work meetings to business trips, evening events, and casual time with friends and family. All while carrying the brand’s core promise of self-love and quiet empowerment.
In French, Étoile means star. It represents shining with a quiet sense of style and elegance. Then there’s Lys, the French word for lily, which stands for purity and a very refined kind of beauty.
The biggest practical challenge was the logomark. It had to be executed flawlessly on both the leather goods and the intricate metal hardware such as clasps and branding plates. It needed to catch light beautifully on metal, stay elegant in various sizes, read clearly on both polished and brushed finishes.
The biggest practical challenge was the logomark. It had to be executed flawlessly on both the leather goods and the intricate metal hardware such as clasps and branding plates. It needed to catch light beautifully on metal, stay elegant in various sizes, read clearly on both polished and brushed finishes.
So we refined every curve and proportion until we achieved the right line thickness. We tested it by imitating embossing, adjusting depth, negative space, and line weight so it would sit naturally on leather and hardware alike.
And here is the result you are looking at right now. Clean enough for daily use, special enough to make a woman smile every time she fastens the clasp.
And here is the result you are looking at right now. Clean enough for daily use, special enough to make a woman smile every time she fastens the clasp.
We tested the logomark against a whole spectrum of skin tones from the very light to the deepest just to be certain it kept its elegance and stayed legible.
The visual identity extends into a suite of minimalist branding elements. We designed everything from the custom dust bags and stickers to a signature pattern for the wrapping paper.
