The APPROACH

We started with an in-person session at the Candy Factory and a set of positioning questions. What should someone notice first when they walk in? What would a customer never say about the brand? Their answers set the brief. Bavington should feel comfortable, elevated, and welcoming, a bridge between who a customer is today and who they want to be, and never generic.

Three moodboard directions followed, built around the brands the store would carry: Modern Abstractionist (polished, old-money influence), The Local Register (everyday, playful, historical), and Sun & Motion (active, West Coast). Before the review, the clients were asked to show up dressed as a customer in their ideal version of the store, so the reactions would come from the gut rather than the boardroom.

Five initial concepts narrowed quickly. A closet metaphor, the shop as a place to refresh and grow into a new version of yourself, was simplified into an arched, tailored feel so it wouldn’t read as literal. The clients’ idea of stitchwork became the thread tying the system together: a stitched oval primary mark, a thread spool and crossed needle, and a circular BC monogram seal, in deep navy and soft blush.

The outcome

Concept to final approval took about three weeks, with a storefront mockup along the way to see the mark on the building. Deliverables included a full logo suite, a brand style page, business cards for the team, editable Canva social templates, and sign and awning color specs. A launch website went live in May, ahead of the store’s fall opening.