Joanne Bucci, LLC
Brand Development
Blu Poppy Boutique
Rebranding Proposal: Revitalizing a local retail brand with a bold, distinct visual identity
Research
Blu Poppy Boutique, a woman-owned small business in Massapequa, NY, faced growing competition as more local boutiques adopted similar visual styles. A brand audit and local market research revealed that while Blu Poppy offered a unique, curated product selection, its visual identity blended into a saturated retail landscape. This prompted the need for a refreshed brand strategy to better reflect the boutique’s personality and target audience of teens, young adults, and women.
Planning
I proposed a comprehensive rebranding initiative centered around a modern, fashion-forward identity that would distinguish Blu Poppy from its competitors. The plan included the development of a new logo, typography and color palette selections, brand voice guidance, and a visual identity system adaptable for both digital and in-store use. The brand refresh aimed to maintain the boutique’s approachable, trend-driven vibe while elevating its professional appeal.
Implementation
The proposed rollout included:
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A redesigned logo to anchor the brand’s refreshed aesthetic
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Brand guidelines detailing logo usage, fonts, color system, and visual styling
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Updated social media templates to ensure consistency across platforms
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Recommendations for in-store signage and packaging aligned with the new identity
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Optional: Website refresh or landing page mockup to showcase the new branding in action
Evaluation
Success would be measured through increased brand recognition, social media engagement, and customer feedback post-launch. A style-consistent digital presence and refreshed storefront visuals would help reinforce the boutique’s updated identity, drawing in both loyal and new customers with a cohesive, memorable look.
