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brand pattern



Comfort, Quality, Classic


This small but mighty retail store in Almonte, Ontario came into new ownership in 2021. We started with an in-depth brand strategy to successfully navigate this rebrand, introduce a new name and clarify the mission and values of the new owner. The new Grace+Sparrow is a boutique retailer that carries trusted, Canadian-made brands to women who value quality over status. The strategy paved the way for the distinct visual identity that’s designed to connect with their ideal customers and improve sales of their online store.

boutique retailer for women
sparrow logo design and branding

Part of our challenge during the rebrand was giving the business a new name. It was important that the name be inviting, feminine, and well, graceful. The sparrow is a familiar sight here in Canada. These little birds are always adding a beautiful song to your every day. 

The sparrow was the perfect icon for the brand identity. This etched hand-drawn style elevates the overall brand identity and gives it a classic aesthetic. This design style helps attract those who are willing to pay more for true quality, which is exactly what customers can expect from Grace+Sparrow.

canadian apparel and accessories store branding
sparrow logo design and branding
sparrow logo design and branding
sparrow logo design and branding
packaging design
retail brand identity tag design
brand pattern

Tagline development is an important part of the branding journey. For Grace+Sparrow, they wanted to be known as a trusted Canadian retailer for timeless styles that are comfortable and long-lasting.


During the brand strategy phase we came to develop the tagline: find forever favourites.


These forever favourites are precisely what customers can expect to find for their closets: clothes that they can and will want to wear for years to come.

hand-drawn logo design for female clothing brand
brand and logo concepts

Jenny caught on right away to the feel and look I was going for


As a small business owner who was looking at changing the branding for an existing and well-loved shop Jenny made the process very easy. I felt reassured that I was making the correct decision in rebranding and that it was safe in Jenny’s hands. I absolutely love the brand, fonts, colours, etc (especially the bird!) and Jenny caught on right away to the feel and look I was going for that no revisions needed to be made! I would highly recommend Jenny to anyone who is looking to create a brand strategy.


Jessica Yazdani, Grace+Sparrow

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