The Brand Identity

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Shimmy by Ragged Edge

Stylist Sarah Price came to us with an idea. Her clients had repeatedly told her that, while they loved the look of sleeveless dresses, they weren’t always practical for real life. So she’d created an innovative new garment that would give women the option of adding sleeves to any dress. She approached us to define and develop the brand.

In creating a new category, we wanted to define it. So we needed a name that was ownable, distinctive and catchy. Our inspiration came from the movement the body makes when putting the product on for the first time. A Shimmy.

The logo, with its shimmying ‘I’, is elegant yet playful. Loose, expressive layouts and plenty of negative space help the brand to convey freedom, while the colour palette communicates a sophisticated femininity.

Text: Ragged Edge

Ceremony of the Traditional Festival of Japan by Yuta Takahashi