Waterlily Shoes is a stylish, customer-focused boutique that blends elevated fashion with everyday wearability. For this project, the goal was to develop a fresh, distinctive visual identity that reflects the brand’s elegant, creative, and slightly edgy spirit.
Waterlily was looking to move beyond a conservative, conventional look and embrace a visual direction that feels artistic, expressive, and uniquely its own. The new identity was designed to capture the boutique’s sophisticated yet approachable character, appealing to modern shoppers who value individuality, comfort, and style in equal measure.
A Flexible Identity with Personality
This identity features a custom logotype paired with a versatile icon that stands confidently on its own across a range of brand applications. The typography is playful, moving away from the generic in favour of something with personality and visual texture.
Designed for flexibility, the system adapts seamlessly across digital platforms, print materials, packaging, and signage. Waterlily’s new visual language is expressive, cohesive, and built to endure.
