Françoise Hardy, formally named ‘Clementine Collection’ is a new small business fashion brand which came to me for a complete brand identity switch up. I worked with two lovely people from this brand for a month to recreate the look of their business.

The Brief:

They wanted my input on a name change, to which they loved the Parisian singer ‘Françoise Hardy’. They wanted to also keep the name of ‘clementine’ in the name if they could.

I asked for a summary of the brand in five words, to get an idea of their intentions. ‘Edgy, Sexy, Classy, Cute, trendy and even Parisian’ was their chosen words. They wanted to stick to a vintage Parisian theme but modernised.

“As we move into Autumn/ Winter we will be offering products such as coats, trousers and leathers. This could be a good opportunity to create a separate brand as we understand that it’s quite a leap in a new direction.”

For colour palettes, they wanted mainly pastel colours and a focus of orange if they are to keep the clementine name in the brand.

Original Logo:

Their scamp new logo idea:


These images they gave me to give me an idea of the typefaces they liked for their brand, and a little scamp of what they imagine their logo to look like. These were very contrasting typefaces they gave me, but I tried both styles to see which they preferred.

I created Françoise Hardy’s two collections ‘Clementine’ for their Summer collection, as the fruit is fresh and vibrant, and ‘Citrouille’ translates to pumpkin in French, known to give a more Autumnal/Winter touch. Both words are in keeping in the French theme that my clients wanted.

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