When starting this project I had to think of the colors to compliment the key terms luxury, efficiency, and honesty. Still, I mainly focused on luxury as I started looking at competition like Gucci, Macy's, and Dolce x Gabbana. after mapping out the content I focused on a font that screams minimalistic and luxury at the same time so I stuck to the basics Playfair Display and Lato, an intriguing combination but it worked. I really liked how the brand "Shoptacle" blended with the color pallet I formed. it brought out the luxury theme I was hoping for