Minnie’s Boutique


Minnie’s Boutique started out as M-Fashions, a small boutique for women in the Northern Cape, South Africa. The business started to grow and more people wanted to be able to buy online. Minnie Steyn, the owner of Minnie’s Boutique is passionate about providing excellent service to women by making them feel special. The aim of this project was to convey the feeling of an intimate boutique onto a digital platform.


For Minnie’s Boutique, we started from scratch focusing first on designing a logo that is soft and feminine yet confident. Many of the M-Fashion clients are more mature women so the logo had to appeal to an older generation yet also be contemporary and timeless in order for the business to grow. The logo was expanded into a brand identity and website concepts.


Brand consistency is key for any successful brand and this project was no exception. A soft pastel colour palette was used to keep the feeling of a personal and intimate shop. Minnie Steyn is the heartbeat of the boutique, and thus we used different elements to communicate her heart and passion throughout the brand.