Marketed at women aged over 30, the brand claims to offer ‘relaxed glamour and expert style advice at accessible prices’.
Appointed directly to the work in August, the consultancy was asked to reflect this offer in a store identity that could act as a template across its branches, and started by creating the brand philosophy ‘Looking good effortlessly’.
A logotype has been designed internally, but a marque – MV – has been designed by the consultancy, which will appear on tables, cashdesks and accessories.
Within the stores, charcoal colours will be applied throughout with highlights of mint green. Detail has been expressed through the use of brass and velvet-lined fixtures and upholstery, which will sit with vintage and modern furniture to create a, ‘relaxed and glamorous environment without being intimidating,’ says Jill Higgins, senior designer at Kinnersley Kent Design.
The first concession opened in House Of Fraser on Oxford Street, London W1, yesterday, before the fashion house’s Westfield London store opens on 28 October. The size of the 14 concessions will range from 50m2 to 100m2. The boutiques, in Windsor and Chester, open in November.