Shoe Company
VALUES:
Providing quality footwear
MISSION:
Spread Jane Austen Literature in a relatable way
Each part of the package needs to tie back to Pride and Prejudice by Jane Austen.
Complete Brand Identity
Lead by example
Charlotte is a shoe company based on the character Elizabeth Bennet from Jane Austen’s book “Pride and Prejudice.” This product tells the story through items that Elizabeth needed to go to the ball.
In the novel, Charlotte is the name of Elizabeth’s best friend. To represent the ear, the logo uses the typeface Garamond. This serif was chosen for its elegance and for its history; it was a typeface that existed when Jane Austen wrote “Pride and Prejudice” in 1813. The logo’s blossom is an English flower.
The paper flowers in the point of purchase are handmade from printed passages in “Pride and Prejudice;” specifically, when Elizabeth Bennet dances with Mr. Darcy. I printed selected passages, made the flowers, then dipped them in coffee for an aged color stain.
The uniquely-shaped shoe box holds a hidden meaning. Using the shape of a fan, I simplified it to a trapezoid for stability and ease of stacking on a shelf. Instead of tissue paper, fabric is used to cushion the shoes, adding more texture and elegance. The fan, gloves, lace, reticule, teacup and saucer, and handmade doily (yes I made it) complete the point of purchase with daintiness and elegance.
The rest of the mockups complete the business side of the brand for business cards and merch.
