The Challenge
To provide Purr Petite, an upscale children’s clothing boutique in the trendy Kensington area of Calgary, with distinctive business cards. Part of the popular Purr clothing store franchise, the focus at Purr Petite is on unique, fashionable urban wear for kids. The business cards were required to help establish a unique look and feel for the Purr Petite store, while retaining a part of the current Purr brand. The cards had to reflect Purr Petite’s sophistication and fun. With Purr’s ‘cat head’ icon and script wordmark designed by Jon Sawyer already in use, these needed to be represented in the design. However, the business cards also needed to clearly show that this location is different from the other Purr stores in that it focuses only on children’s products.
The Solution
A playful crop of the cat’s head allows the cards to be put together to form the full icon. A new colour palette and the addition of an appropriately small ‘petite’ to the wordmark introduced a new look while incorporating aspects of the original brand. Friendly handwritten lettering completes the design of the front of the card. For the back of the cards, Atom Graphics’ partner, Louisa Jensen did a series of four custom illustrations. People can choose their favourite drawing or collect them all. The scrollwork provides a playful contrast to the hand-drawn illustrations, and adds a level of sophistication to the piece. To save cost on adding a third colour to the cards, the dark areas of the drawings were created by overlapping the orange and gray-blue.
The Results
These uniquely designed cards provide a playful take on the Purr family brand for their new Petite store. This design helped with direction for the remainder of the Purr Petite store, including murals and signage also designed by Atom Graphics.
