Loved Before

Extending a circular fashion brand's visual world into a physical retail space, without losing what makes it feel like them.

Brand Identity

Illustration

Spatial Design

Ongoing Collaboration

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  • Client: Loved Before, a London-based circular teddy bear company
  • Design artwork for a column display in Bo Belles, a retail store in Leek
  • Align with existing brand guidelines and feel native to the brand
  • Expand the illustration system to show the full variety of soft toys available

Loved Before already had a strong visual identity, built around three existing mascots and a warm, handmade aesthetic that reflected the brand's sustainable and circular values. The challenge was extending that into a physical retail environment without it feeling disconnected from what the brand had already built.

I needed to translate 2D brand graphics into a real-world spatial design piece that would draw attention to the display while staying completely in line with the brand's visual tone.

The result was a real-world spatial design piece that felt like a natural part of the brand rather than an addition to it. Working directly with the founder throughout also gave me a genuine understanding of how small brand decisions get made and how to contribute creative ideas in a way that actually serves the person leading the vision.

Following the brand guidelines, I took inspiration from Loved Before's existing packaging graphics and experimented with composition to match the store's visual flow. I created new illustrations of different animal teddies, expanding from the brand's three existing mascots to show the variety of soft toys available, keeping the warmth and handmade feel of the originals consistent throughout.