Nelle Atelier is a direct-to-consumer fashion brand founded in 2023 by Madeleine Cohen. It targets women under 5’4″ and presents a flawlessly fitted image by introducing its petite denim line. The Austin-based design company Trackmeet created the brand’s new logo, identity, and website to commemorate this momentous occasion.
The new wordmark features pronounced internally rounded ligatures, chunky serifs, and small caps. This design decision gives the logo a distinctive look, combining the elegance of a high-end fashion magazine with a touch of Western saloon charm from the 1800s. The mixed-case format, with lowercase “l” s extending to the cap line, creates an exquisite and surprising rhythm over the top of the wordmark. This method also deftly sidesteps the problematic kerning issues that usually occur with multiple capital “L” s. The hyper-elongated cap height elevates the entire design while discreetly highlighting the small stature of the brand’s target market.
Though not as distinctive as the wordmark, the flower emblem complements it well, giving it a timeless, vintage vibe. Set inside an oval or squircle instead of a perfect circle, the icon adds a unique touch to the brand’s visual identity. This design choice maintains elegance and fits seamlessly with the brand’s image. Although the left and right sides of the logo are not perfectly aligned, the abbreviated layered lock-up still has a pleasing visual appeal. The natural alignment and simplicity demonstrate a carefree yet professional style without trying to fit into a predetermined mold.
Beyond the logo, the brand’s identity is represented by illustrations, color schemes, typography, and photographs with an effortlessly seamless, precisely aligned feel. Colophon’s Basis Grotesque and Basis Grotesque Mono are the foundation typefaces of the typographical system. These typefaces capture a practical, nostalgic, and modern aesthetic, balancing contemporary design and a vintage, technical vibe. While the all-caps monospace subhead treatment might be becoming a bit overused, it still conveys a hyper-utilitarian attitude that aligns with the brand’s ethos.
A script font that was initially part of the identity has been replaced on the website by the less elegant but still attractive Annabelle JF. This script font adds an elegant touch to the typography and should have been used more extensively to accentuate the brand’s opulent vibe further.
The color scheme and photographic technique reinforce the brand’s identity. The imagery perfectly captures the essence of the brand’s target market—petite women seeking fashionable and well-fitting clothing—while the color scheme reflects a sophisticated and current style. The photographs are deliberately chosen to highlight the fit and quality of the products, emphasizing the brand’s dedication to meeting the unique needs of its customers.
The introduction of Nelle Atelier’s new brand is a significant step in fulfilling its mission of offering stylish, well-fitting clothing for petite women. The brand stands out in the market with its unique and appealing visual identity, establishing a strong emotional connection with its target demographic. With an emphasis on the elements petite women find most important, Nelle Atelier is well-positioned to impact the fashion industry significantly.
In conclusion, Trackmeet’s new brand design for Nelle Atelier is a brilliant fusion of distinctive typography, classy iconography, and a refined color scheme. It appeals to the intended audience and effectively conveys the brand’s spirit. As Nelle Atelier grows and evolves, its strong visual identity will be essential in establishing and nurturing a devoted clientele. This rebranding initiative exemplifies how deliberate design can make a brand distinctive, influential, and stand out in a crowded market.
