Pauli: A Boutique Identity With a Personal Touch

The starting point Pauli is a fashion boutique with a warm, caring personality. Its "fashion & love" philosophy needed an identity that felt just as personal as the shop itself.

The idea A connected lowercase wordmark, drawn with rounded strokes, circular details and flowing curves. A consistent line weight keeps it harmonious, 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.

The system 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.

The result A cohesive identity that extends well beyond the logo, giving every detail the same personal, lovingly considered feel.