Pre-loved fashion brand identity …

Pre-loved fashion is an important element of improving how we consume textiles. It is slow fashion in action. The pieces are well designed, well manufactured (probably by hand in many cases) and constructed from quality textiles. Now there are so many pre-loved fashion brands out there it is important that each one has its own unique brand identity to capture its particular audience.

Brand identity used on signage

Well Street Studio created the branding for Cowgirl in Couture by analysing their market; as a pre-loved fashion brand they mainly focus on high end fashion and due to their location have a very horse loving/rural audience. We used a vibe which had a slight echo of the “CC” symbol used in Chanel branding, but which also had a clever twist as the horseshoe is the symbol of Rutland (although usually only used upside down, as apparantley it holds the “devil’s bad luck” in the curve).

We developed the website in wix using our branded visual imagery, which was created using digital collage of images which would appeal to the audience and which we reflected in the brand identity palette. The brand palette we developed had a cohesive and French vintage feel. The online store was coded to only be a gallery store.

Website content & product photography
Retail Brand identity design

The main typeface was Copperplate Gothic. It was designed by Frederic W Goudy. Goudy was an American typeface designer from the early 1900’s. Copperplate Gothic is a typeface design classic with a high heel kick to its serif. The typeface works well on the signage Well Street Studio designed, as it contrasts well with the stone work of the building, the signage design holds its own as part of the vibrant Mill Street retail, yet still stands out enough to be spotted and arouse interest.

A brand palette was created which had a French, vintage yet contemporary vibe. This was referenced for all areas of the material. We matched the paint colour used on the shop windowsills to the same blush pink in the brand colour palette.

Retail brand identity design

Brand identity for Rutland

retail on Mill Street, Oakham …

You can find Cowgirl in Couture in Mill Street, Oakham or online at:

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Sarah Hatherill

Well Street is run by me - designer Sarah Hatherill. I have worked for many years as a freelance designer as well as being employed as a creative director and marketing manager but am now self-employed and trading as Well Street Studio. I work alongside marketing teams, social media experts, manufacturers & printers to provide content and creativity to local businesses.


  1. on January 8, 2022 at 8:01 pm

    Great content! Keep up the good work!

    • Sarah Hatherill on April 4, 2022 at 2:46 pm


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