Petit Palais

2023 ANGOLA STRATEGY VISUAL IDENTITY

Quiet luxury for little royals. Because elegance doesn’t wait to grow up.

The Problem

Petit Palais sells Gucci Kids, Versace and Givenchy in one of Africa's wealthiest cities. The product was impeccable. The brand wasn't.

In luxury retail, trust begins before the customer walks through the door. A store that represents the world's biggest luxury houses can't afford an identity that doesn't match. The brief said "logo redesign." The real problem was credibility.

Strategic Decision

Before designing anything, we needed to decide what Petit Palais wanted to be, and there were three genuinely different answers.

Fashion — a clean monogram in the same visual language as Chanel or LV. Safe, immediately readable as luxury.

Royalty — crests, crowns, gold. More opulent, more attuned to how status is expressed locally in Luanda.

Cultural — an identity rooted in African fauna and symbolism. Riskier, but the only direction that couldn't be mistaken for an import.

Each implied a different promise to the customer. All three were presented.

Fashion

Royalty

Cultural

The Result

The final direction synthesised Fashion and Royalty, a PP monogram with clean, contemporary lines paired with a crown and touches of gold. The blush palette nods to the restraint of houses like Chanel, while the heraldic elements speak to how luxury is expressed in Luanda: with presence, not just understatement.

The full system covered stationery, packaging, bags, tags and in-store signage. The rebrand was completed but not implemented, for reasons outside the project.