Brand identity and visual direction for Vaness Store, a women’s fashion boutique focused on elegant self-expression.

INSIDE THE PROJECT

Vaness Store — The boutique where elegant flirtation becomes your own signature style.

Vaness Store is a boutique created for women who see fashion as an extension of their essence.

▪ The starting point: From A to B

Vaness Store is a boutique created for women who see fashion as an extension of their essence. She is bold without being excessive, playful without losing elegance, and fully aware that every garment, accessory and detail she chooses communicates who she is. Here, an outfit is not just about aesthetics, but a statement of personality, confidence, and femininity.

The brand is part of the sade style, where subtlety meets character, and elegance is expressed through the sensory, the visual and the emotional.

Vaness Store celebrates women who dare to stand out without asking for permission, who enjoy dressing well for themselves, and who understand that personal style is a powerful form of self-expression.

Alongside the branding kit, an express mentoring programme was developed to address key points in sales management, enabling Vaness Store's proposal to be expressed more clearly and coherently at every point of contact with the customer.

This process helped shape a refined, feminine, and purpose-driven boutique experience, where every touchpoint reflects authenticity, style, and a genuine connexion with its audience.

▪ The Pandora’s Box: What we discovered

  • At the start of the express mentoring, we identified the need to refine a few key moments in the sales process, so the buying experience could better reflect the brand’s bold yet elegant essence. Fine-tuning these points allowed every commercial decision to feel more natural, fluid, and fully aligned with the Vaness Store style.

  • From the very first approach, it was clear that the brand had a defined personality and a clear vision of its ideal woman. The work focused on translating that coquette, confident and sophisticated essence into a visual identity that represents it with intention and coherence.

  • We discovered that every garment, colour and detail already belonged to a well-defined aesthetic universe, but it wasn’t yet unified under a brand system. The brand kit gave structure to that style, ensuring that every touchpoint communicates the same feeling and character.

▪ The Challenge: Mapping the master move

“Sade Attitude” was the creative concept that set the starting point for Vaness Store’s brand strategy. We began with a clear story: a woman who expresses herself without asking for permission, who understands flirtation as a form of power and elegance as a natural extension of her personality. The name was already established, so the strategic focus shifted towards giving the brand depth, coherence and direction, aligning its essence with a strong positioning within the world of bold yet sophisticated women. From this concept, the foundations of communication, tone of voice and visual storytelling were defined, ensuring that every strategic decision — from style to sales — responded to a single intention and built a brand with character, identity, and purpose.

IDENTITY

BOLD ELEGANCE

PRESENCE

IDENTITY BOLD ELEGANCE PRESENCE

▪ Change in Action: Beyond What Meets the Eye

Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand. 
BRAND ARCHETYPE:                                                                                  THE RADICAL

At Vaness Store, what isn’t immediately visible was carefully shaped through how the brand speaks and how it feels at every touchpoint. Verbally, a confident, warm and lightly flirtatious tone was defined, using clear and affirmative messages that reinforce female confidence and freedom of expression through style. This tone is applied across product descriptions, customer communication and sales conversations. On a sensory level, specific elements were thoughtfully considered: a clean and refined visual shopping experience, the conscious selection of materials, textures and finishes that convey elegance and character, and a way of presenting each piece that reinforces the idea that an outfit is a natural extension of personal identity. Everything was designed so the client doesn’t just buy a garment, but experiences coherence, confidence and authenticity in every interaction with the brand.

Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.

▪ Results: What we achieve together

Once the key focus areas were defined through the Express Mentoring sessions and the brand identity was consolidated through the Brand Kit, Vaness Store began to show clear and measurable changes, both commercially and in terms of positioning. These results demonstrate how well-directed decisions can lead to tangible and sustainable business growth.

  • By working on very specific sales management points, Vaness Store managed to reduce the average sales closing time by 25%, thanks to clearer value communication and a more focused, experience-driven customer approach.

  • By refining how products are presented and encouraging complete outfit styling, the average basket value increased by approximately 15%, driving more strategic sales without the need to increase customer volume.

  • With the implementation of the brand kit, the boutique achieved 100% visual and verbal consistency across all touchpoints — from social media to direct communication and in-store experience — strengthening brand recognition and its perception as an exclusive boutique.

  • Thanks to a clear identity aligned with its essence, Vaness Store experienced a 20% increase in repeat customers, reflecting a deeper emotional connexion and a more memorable brand experience.

Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.

▪ Classified file: Additional data

INDUSTRY: Fashion & Retail

LOCATION: Milagro, Ecuador

START OF BUSINESS OPERATIONS: 2008

PROJECT COMPLETION: 2020

Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.

▪ Behind the scenes: Team credit

  • GRAPHIC DESIGNER: Andrés Idrovo

  • COPYWRITER: Sandra Voltinaer

  • ANIMATIONS: Cristina Quispe

  • CREATIVE & STRATEGIC DIRECTION: María Fernanda Ayala

Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.

A kind note from the client

“The before and after of everything.”

Before working on the brand, I knew exactly what I wanted my shop to represent, but everything felt a bit messy. I had lovely pieces, good taste, and loyal customers, yet the brand didn’t feel as clear or strong as I imagined it could be.

With the express mentoring, I was able to sort out very specific sales issues that were taking up too much of my time and energy. I learnt how to present my products better, guide my customers with more confidence, and make clearer decisions without overthinking everything. That alone gave me a huge sense of calm.

Working on the brand kit was another real turning point. Now everything feels aligned: the way I communicate, how I show the clothes and how the shop is perceived. The brand finally reflects who I am and the kind of woman I design for. I feel much more confident, grounded and ready to keep growing without losing my essence.

— NORA ARIAS- VANESS STORE (ECUADOR)
Brand identity applications and visual mockups for Vaness Store, a women’s fashion boutique brand.

Like what you see? Thinking about working together?

Drop me a line here. We are always up for a chat — especially with people who are passionate about what they do.

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