Margot Molyneux

Background
Margot Molyneux was a Cape Town based fashion label creating beautiful, sophisticated and minimal womenswear. In 2016 I started working with Margot to design an entirely new branding concept for the label. We wanted to create something that would match the simple sophistication and quality of the clothing, while providing a subdued, contemporary and elegant visual language for the brand. The minimal nature of the clothing meant that the branding needed to take a backseat, and serve as more of a graphic structure to highlight the products, spaces and collaborations it exists within, than as an applied graphic selling-point itself.
Description
The solution was to engineer a flexible brand system that has its own presence while giving the products the stage. Although used primarily as a stacked lock-up, the logo acts as a dynamic, adjustable frame, with the components separating to create a central point of focus. This concept is used to house thematic illustrations on the swing tags and as a branding overlay for look-book images printed seasonally as post-cards. The delicacy of the linework means that it is able to bring an effective layer of branding into a wide range of applications, but not overwhelm the images, spaces or illustrations it goes with.

During the process of branding Margot opened up her first brick and mortar location in Cape Town. I worked with Margot and her husband, Marlon, whose company Framework Projects did the shop design and fitting, to help create a parity and harmony between the graphic design and the shop. While Interior branding was kept to a minimum we created several branded touchpoints, such as a machined brass logo plate set into terrazzo at the door, some external signage, and some graphic, geometric material applications such as framework shelving and in-laid brass floor strips to offset the plush textile and granite used throughout the space.

Sadly the client retired the brand to pursue other interests in 2020.
Services
Brand Concept • Strategy • Identity Design • Signage • Art Direction • Interior Consulation
Credits
Interior Design: Marlon Leggat
Product Photography courtesy of client
Brand Photography: Jordan Metcalf, Ryan Bush
Shop1
Interior2
Interior1
Logo1
Logo
contraction2
contraction
card
ShopInterior1
OutsideSign1500
Hanger1500
MargotCard1
MargotCard2
cardsWhite
cardsBlack
postcards3
frames2_1500
Waistband
postcards
tags
shopper
brassSign
OutsideSign
tote
shop3
shop2