February 28, 2024

Scandinavian elegance in style



Meloa, a cherished clothing store nestled in the heart of Malmö, sought a rejuvenation of its online presence and brand image. As a family-owned establishment, Meloa specializes in offering a curated selection of women's clothing and accessories, embodying the essence of Scandinavian fashion with a focus on comfort and elegance. My journey with Meloa involved a comprehensive overhaul of their website and branding. Striving to capture the unique spirit of the store, I collaborated closely with the Meloa team to craft a fresh brand strategy and identity. This metamorphosis extended across various facets, including the web platform, product presentation, advertising materials, and packaging. Just as Meloa strives to bring forth a blend of style and sophistication in every garment and accessory, I endeavored to mirror that commitment in their online presence. The result is a seamless fusion of Scandinavian aesthetics and modern functionality, creating an immersive and delightful experience for Meloa's clientele.


Brand Positioning

Visual Identity

Verbal Identity

Web Design

Web Development


Gabriel Altvall




A journey of ambitious transformation

Meloa, a boutique nestled in the vibrant city of Malmö, sought a transformative makeover for its online presence and brand identity. As a cherished family-owned establishment, Meloa specializes in offering a curated selection of women's clothing and accessories, exuding the quintessential charm of Scandinavian fashion. The focus is on blending comfort with elegance, creating a distinct sense of style. My collaboration with Meloa involved a comprehensive redesign of their website and branding, addressing the pressing need for a fresh and contemporary look. Working closely with the family behind Meloa, I embarked on a journey to infuse a Scandinavian sense of fashion into every aspect of their online representation. The outcome is a harmonious fusion of comfort and elegance, mirroring the essence of Meloa's offerings. From the sleek design of the website to the thoughtfully crafted branding elements, the renewed identity captures the spirit of the family-owned store. It's an invitation for visitors to explore the world of Meloa, where Scandinavian fashion is synonymous with a unique blend of comfort and timeless elegance.


Nurturing scandinavian essence

As a family-owned establishment specializing in women's clothing and accessories, Meloa exudes the essence of Scandinavian fashion—synonymous with comfort and elegance. The web design for Meloa draws inspiration from the store's unique character and the familial warmth it embodies. The design features an abstract representation reminiscent of natural elements, symbolizing growth and a sense of harmony. The wordmark complements this aesthetic, intertwining with organic details that evoke a spirit of disruption and aspiration.


Scandinavian elegance in style

In the realm of Meloa, where each garment tells a story and every accessory carries a touch of Nordic allure, my design journey unfolded. Meloa, seeking a profound website and branding facelift, provided the canvas for our creative exploration. My visual narrative defies conventional boundaries, encouraging the organic emergence of elements from their natural confines. The outcome is a dynamic visual system that mirrors the spirit of Meloa—a haven where fashion transcends the ordinary, inviting patrons into a world of boundless inspiration. This revitalized aesthetic sparks creativity and unexpected connections, propelling Meloa and its unique blend of Scandinavian charm into the forefront of the fashion world. In essence, my design aims to capture the vivacity of the store, becoming a catalyst for bold ideas that propel not only Meloa but the entire fashion landscape forward.


Their own unique fingerprint

At Meloa, individuality is celebrated as each piece of clothing and accessory carries its own distinct charm, reflecting the wearer's personality and style. My collaboration with Meloa aimed to amplify this ethos by crafting a digital presence that resonates with the brand's essence. Through meticulous attention to detail and a deep understanding of Meloa's identity, we developed a visual language that speaks volumes about its uniqueness. From the design elements to the user experience, every aspect of the website reflects Meloa's own unique fingerprint. It's a testament to the brand's commitment to authenticity and personal expression, inviting customers to embrace their individuality and find pieces that truly resonate with them.


A cozy, nordic-inspired boutique

For Meloa's visual identity, I drew inspiration from the rich history of bookmaking and editorial layouts. Playing with typography scale and layout, I infused visual interest while paying homage to my research in these visual realms. To encapsulate the essence of a warm embrace and evoke the unique spark that defines Meloa, I curated a dynamic and painterly illustration style. Complemented by emotive photography, my visual approach celebrates the diverse community of storytellers that Meloa brings together. The result is a visual identity that not only speaks to the brand's history but also captures the vibrant and inclusive spirit of Meloa.


Giving a voice to Meloa

Taking the next stride in defining Meloa's voice, I sought to honor the narratives that resonate most with the brand. Central to my strategy was the empowerment of every individual to embrace their role as a storyteller, envisioning themselves as active participants in the Meloa experience. To achieve this, I meticulously formulated comprehensive verbal identity guidelines. These guidelines encompass a messaging framework to serve as a foundation, along with sample copy for seamless integration across diverse channels—from marketing campaigns to customer support and every touchpoint in between.


Bringing it all to life

Independently driving the design and execution process, I took on a pivotal role in shaping and implementing these elements during the launch phase. While Paulina served as my client in this project, her involvement was primarily to ensure that her vision and preferences were accurately translated into the work, a responsibility I undertook with precision. This hands-on approach guaranteed the preservation and enhancement of Meloa's brand essence and visual identity across diverse platforms, crafting a cohesive and engaging brand experience for all Meloa customers.

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