A cabinet of curiosities
Rue Angelique is a retail brand that houses lifestyle pieces from all over the world for the modern, eclectic woman.
WHAT WE DID
Creative Direction: Deane Miguel & Kookie Santos
Lead Strategy: Karina Abola
Lead Design: Ross Du
Angelique, the brand’s persona, regularly travels the world in search of unique and prized items and trinkets. She meticulously sources each item, making sure every piece she brings home is one of a kind and is itself a treasure. Her exceptional curation is defined by the eclectic personality she shares with the brand. The Rue Angelique persona is a maximalist, drawn to detail and intricacy in the most tasteful way. She has an appreciation for the mismatched charm of putting many beautiful yet distinct things together. To her, these items put together are a collection of personal stories from all over the globe—and Rue Angelique is the enigmatic cabinet with a world full of curiosities she can’t wait to uncover.
To visualize this whimsical search, we took inspiration from classic Parisian street signs for the logo. The key image—a hand with a sparkle—is a beacon of magic, wonder, and tasteful curation. The brand’s logotype, elegant with a touch of mystique, is reminiscent of stylish boutiques and treasure-filled antique stores. This same logotype is applied to the brand’s secondary logos. Taking cues from seals and icons, they are symbols of impeccable quality and discerning taste.
For the brand’s palette, we paired rich and opulent jewel tones with light and dreamy pastels. The striking contrast provides a friendly quirk that alludes to the affluent brand’s eclectic personality.
Completing the brand’s typography are equally sophisticated serifs and sans serifs in a mix of weights, sizes, and letter cases. The overall look is both decadent and whimsical, much like the brand’s curation itself.
We also developed an icon set that functions both individually as symbols and collectively as a pattern.
To make the hunt for new trinkets as luxurious as possible, we carefully applied refined doses of the branding on the brand’s packaging for when customers bring home new additions for their treasure troves.
Today, Rue Angelique is housed in the historic Palacio de Memoria in Paranaque. Ever the tasteful voyager, Angie continues to scour the world for trinkets to fill your cabinets of curiosities.