Pauli | Fashion with a Personal Touch

For Pauli, a fashion boutique with a warm, caring personality, I designed a logo that brings its “fashion & love” philosophy to life through playful, distinctive lettering.

The connected lowercase wordmark combines rounded strokes, circular details, and flowing curves. Its consistent line weight creates visual harmony, while the elongated “p” and tall “l” give the silhouette rhythm and individuality. A small heart replaces the dot above the “i,” weaving the boutique’s affectionate character directly into its name.

A delicate serif tagline adds elegance beneath the expressive lettering. Deep blue anchors the identity, balanced by soft blush pink and fresh pastel green for a welcoming, uplifting palette.

The letterforms also become a flexible graphic toolkit: separated, mirrored, and repeated, they create decorative motifs and packaging patterns. This extends the logo into a cohesive identity, giving every detail the same personal, lovingly considered feel.