2023–2024

Not too long after Joss & Main 02 in Chicago, Birch Lane was next up - 3 stores in 3 months with a fraction of the budget. My approach: Reskin what we already knew yet create a brand experience designed for longevity and that’s all its own. An omni-channel experience, yet leveraging learnings from Joss. How quickly can we pull this together while expanding upon on the brands simple foundation (rebrand by Chandelier) for its physical retail debut?

I wanted us to be thoughtful and particular about how the kit of parts came to life in store. We redefined the use of multiple word marks, colors and the use of two robust font families, wove in a scallop detail in select packaging, collateral and signage, and found an approachable yet comfortable balance for it all. Deliverables also included additional exit packaging, wayfinding, in-store education, lease line signage, promo, and OOH marketing. The result: A magical physical retail experience hitting on our all brand pillars (classic, quality, and value) coming in on time and in budget. Not to mention a widely successful grand opening of three stores in the Florida market.

Doors now open: Boca Raton, Sarasota, Tampa