Jelli children’s boutique, owned by Rebecca Morgan, is a boutique that focusses on introducing European children’s designer wear to South Africa, and launched in Johannesburg- May 2012. The aim with opening the Jelli store in South Africa was not only to bring designer wear to South Africa, but to be part of a child’s development and to be involved every step and create a life long relationship. They are also focussing on educational toys, which can be bought alongside big international names such as Kenzo kids, Desigual, Catimini etc.
The logo and Jelli typeface was developed on a grid inspired by building blocks and puzzles, that plays an integral role in a child’s development. Letters where drawn on the grid that created the idea that they where also a puzzle that could fit into each other if you started to play with them. This also created a strong sense of a modular system, where you could fit different parts of the furniture together to create new items.This grid was then used by us to two dimensionally draw the furniture and features of the shop, and was then brought to life by interior architects who developed our 2d scale drawings into 3d renderings to be implemented in the store. The identity (from logo to store design) was developed on the same grid system.
As Jelli is a premium store hosting top quality brands, the stationary had a luxurious feel to it. This concept was also applied within the store, for example the castle illustration behind the counter that was also developed on the grid. Created by cutting different layers of the Illustration, spacing them from each other to casts shadows between the layers and then painting it all white, a huge tactile and intricate installation was created. Jelli had to be a brand that parents trusted in terms of quality, but still convey the playfulness of being a child. Creating a memorable experience for both parent and child was key in creating the Jelli brand.
Concept, design, illustration & typography: Helene Botha, Ateljee
Paper owl template design: 3EyedBear
Transforming 2D scale drawings to 3D CAD drawings: Brand DNA
Copywriting: Mark Varder