The objective: Create a brand image that is distinctive in the local SoCal boutique market. Utilizing the existing hand-lettered logotype, I incorporated a playful yet familiar  design aesthetic to the brand. It is bright and fresh utilizing citrus colors,it feels like a sunny day in California. This pattern was used  on all store packaging. We also incorporated the pattern into the in-store events in a more subtle way not to distract from the event branding.