Naming and Visual Identity for a clothing brand
Bertie Barrott is a new feminine clothing brand based in Belgium. The brand was created with two goals in mind: to support the future growth of the brand inside the new European market and to represent the clássic and chic elements from the clothing.
Our goal with the project
To develop a brand system, involving name and visual identity, for a new women’s clothing boutique located in Belgium.
Challenge Summary: The logo should not only facilitate the launch of the new company, but also support its future growth into new markets in Europe. Conceptually, the brand should speak to the classic and chic style of its clothes, while reinforcing the pillars of sustainability and high quality of materials.
Naming - Bertie Barrott
The main challenge in developing the name was to align the seriousness and timeless style, characteristic of large fashion houses, with the brand’s boutique personality. Although it is currently a smaller brand, the name needed to reflect the sophistication of its products and live up to its ambition for European growth.
We opted for a patronymic name, a strategy widely adopted in the luxury sector, but with a difference: we created a fictitious name, as the founder and designer wanted to separate her personal identity from the direct operation. Thus, Bertie Barrott was born, a feminine name with a soft sound, easy pregnancy and French influence, which subtly pays homage to the founder’s surname, Berthes.
Visual Identity
The visual identity follows a sober and minimalist line, highlighting the clothing items as protagonists of the layouts. The central element of this composition is the supporting typography, Roba, which echoes the proportions of the main font but introduces modern contrasts, creating a balanced fusion between classic and contemporary.
The color palette, equally discreet and sober, is reinforced by gradients that appear strategically to dialogue with the changes of season, adding dynamism without losing the timeless elegance that the brand demands.
Naming and Visual Identity: Motora
Strategic Direction: Júlia Lago
Art Direction: Júlia Lago
Art Direction: Júlia Lago
Designers: Julia Sales, Júlia Lago, Luize Araújo and Juliana Argollo
Case Design: Julia Sales, Maria Stéfanni Carvalho and Isabele Santos
