Boutique by Jaeger is the “edgy younger sister” of Jaeger. Inspired by the Young Jaeger line designed in the late fifties by Jean Muir, this range was launched in 2010 to create a brand that appealed to a much younger demographic.
Egelnick and Webb were engaged to work on the strategy for developing the brand including naming, logo mark, typography, art direction, packaging, store interiors and printed materials.
When developing the Boutique by Jaeger brand, our approach was to delve into the Jaeger archive, finding our inspiration in their campaigns from the Sixties featuring young, edgy women with real attitude. We wanted to reinvigorate this interest and create a brand that was credible on the high-street, yet as classic as their older sibling.
Egelnick and Webb came up with the name “Boutique by Jaeger” and the brand identity that is applied to everything from look books, in-store graphics, signage, packaging, labelling and swing tickets to their campaigns and online communication.