Having established itself as one of Melbourne’s best style destiations, Filly’s Stable (often called just Stable for short) has been undergoing a steady brand transformation. Beginning with a new fitout by Studio Manifold, the updated, contemporary interior demanded an exciting new brand direction that communicated Stable’s fresh new attitude across their other brand channels.
Working collaboratively with Stable’s Founder, and the Head of Visual Direction, we worked to create a vibrant and romantic style update to their existing brand that saw an injection of colour, pattern, and typography.
A new suite of colours were selected to create connection between the interior space, and premium papers were selected to add a sense of luxury to their retail packaging. Updated typographic styling also assisted in visualising their tone of voice in online and print applications.
Brand pattern on tissue paper for Stable
While in the research phase, we discovered two key insights that guided the project – firstly, some customers first experience with Stable was increasingly through an online sale, so translating the sense of luxury and fun from Stable’s in-store experience into a packaging was. Secondly, customers who made purchases in store quite liked their simple approach to retail packaging – previously a humble paper shopper bag – because it was subtle; taking packaging in a new direction had to maintain the same level of simplicity while still feeling like an upgraded outcome.
We maintained a subtle approach to retail packaging bags by working with an unbranded but perfectly matched green and pink hue, in various sizes; as if to upgrade the packaging without “trying too hard”. Additionally, using the injection of new colours to build a fabulous brand pattern led us to a tissue paper design that felt exciting enough for online orders, but was concealed well within the new bags – creating a sense of aloofness with playfulness that perfectly suits the Stable shopper.