Not a HUGE fan of the name as it doesn't really scream luxury, however as a designer you may not always agree with names. I started off looking at other luxury brands websites, most department stores use a typeface as opposed to a logo so i decided to opt for a serif font with a -10 tracking applied. Dark purples speak luxury so i created a palette adapting the 60-10-30 rule. With the logo being in a serif font, it could be quite hard to read it so i thought a sans serif font could compliment it well. Referring back to the brief i wanted to make sure that the website hit its core values - luxurious, honest and efficient which i think it does.

I chose the color purple because it represents royalty.But I made it lighter so that it will be easy for users to read.I made the design clean and less cluttered to increase ease of navigation.

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