Retail & Boutiques

A shop is three things that have nothing in common: a window someone walks past, a box someone carries home, and a picture on a phone. The mark almost always gets drawn for the first only. We have worked this sector from three directions — a jewellery brand, a flower atelier, a streetwear label with its own store — and what a shop needs changes with what it sells.

Where it breaks

Shop logos are made for signage: wide, the full name spelled out. Then the same mark has to survive as a round highlight cover, a centimetre across, and nothing recognisable comes through. Nobody drew a small version, because nobody asked.

Then the catalogue. A one-off piece sells in conversation — a photo, a message, a price. A collection with sizes and colours does not: without one the day goes on answering the same two questions, and whoever writes at eleven at night hears back in the morning.

Then stock. In clothing you print a season, then find out which sizes never move: the margin hangs on a rail from the day it comes off the press.

What a shop actually needs

A mark at two sizes: a logotype for the sign, and a symbol that still reads at a centimetre — swing tag, profile picture. Packaging that matches: the box is the only piece of the shop the customer photographs. Real photography, not renders: in retail people buy what they can see. A catalogue with variants and availability, once you carry more than a handful of references. And, where the product allows, production that starts from the order instead of preceding it.

What we built

Fionard solves the stock problem by reversing the order. Sustainable Made-in-Italy streetwear with its own e-commerce: printing — DTG and DTF, eco-certified inks on GOTS organic cotton — happens after the purchase, never before. The designs are made in-house across the Love It, Wear It and Remix It collections; the shop filters by category, size, colour and fabric, and the Fionard AI assistant answers while nobody is at the counter.

Ketty Flowers is the opposite case. The Porto Cervo atelier builds floral installations for weddings, events, hotels, resorts and yachts — there is no catalogue to browse, there is work to be shown. So the site is editorial and dark, made of collage and photography, bilingual, with a page per service context.

Istedda Gioielli is the mark that had to shrink. The name is Sardinian for star; the logotype is handwritten cursive, and above the i, in place of the dot, a five-petal flower in four tints. That flower is what survives the reduction — swing tag, keyring, highlight cover. Around it: boxes, shopper bags, business cards with a QR, the black-and-white campaign, the shop window.

Three shops, three routes: a brand when the problem is being recognised, packaging when something leaves the shop in a bag, e-commerce when the problem is selling with the shutter down, an editorial website when the work has to be looked at before it is explained.

If your mark works on the sign and disappears on a screen, that is a drawing problem and it gets solved once. Tell us about your shop in the online quote: a few questions, a clear estimate, no commitment.