Building a strategy and visual identity for a female-oriented explorer brand

To meet the demands of the dynamic transformation of the home accessories market, the brand needed a boost. In order to be relevant and visible to their predominantly female customers, the founders of Gustavia wanted to develop a compelling brand concept that would set them apart from the competition and make them stand out both online and offline.

  • Brand Strategy
  • Brand Design
  • Iconography

Gustavia’s a real family story
Founded by a mother and a daughter, the brand combines their desire to discover new things, their eagerness to travel and their belief that exceptional and high-quality products have their own special quality.



A distinct position in a very fragmented market A simple insight provided the key to the brand’s repositioning: the desire to discover individual and high-quality products in order to create special moments bringing the Gustavia founders and their shoppers together. The brand’s slogan, “Discover the Undiscovered”, reflects this concept from the perspective of both customers and the company. The explorer positioning is the common thread running through all aspects of the brand design.




“Our goal is to give people the opportunity to discover new home accessories and objects of exclusive quality together with us.” Valerie Siegle, founder of Gustavia

This unique positioning was not reflected in the brand design. Therefore, the brand needed a holistic review and makeover. EIGA created the shadow-light principle to establish a direct connection to the brand idea. This serves as the inspiration for the new word mark, as well as for the product images, in which the shadow cast by exotic plants reminds of the distant origin of the special objects.


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