Marguerite Lutton

Design & Art Direction

Honeycombers

Teaming up with the advertising agency, Maternal Instinct, I was asked to help launch a really fun new brand. When I sat down with Katherine Gordon, owner and ECD of Maternal Instinct, to talk about the project, I realized how far out of the target audience I was. The client, Honeycombers, was developing a line of barber like combing establishments, specializing in treating kids with head lice.

This was an entirely new category for me, and much to my surprise an extremely rapid-growing one. I’m used to my pups getting flea treatments as needed but, now I’ll also be sure to check in on my cousin’s little ones the next time they’re in town. It’s great to know there’s such a fun option out there for such a harrowing experience!

Marguerite Lutton Design

In building the brand, our goal was to create something that appealed to a huge audience — Moms of youngsters, kids of all ages, and dads too — across a broad socio-economic base. The resulting images below show some of the development process, research, and creative studies that went into the assignment.

Marguerite Lutton Design

Starting off with an extensive logo exploration, it was quickly determined that one of my early ideas was the favorite: a classic profile of a young girl with the logotype in a cursive typeface. From there, we developed a library of silhouettes and palettes for the brand that were super fun, colorful, and quirky. We went on to present options of identity systems as well as patterns that the brand might use as wallpaper in store or elsewhere. These, sadly, didn’t get produced but the core brand identity concept was well underway.

Marguerite Lutton Design
Marguerite Lutton Design

Marguerite Lutton Design

Honeycombers went on to develop the wallpaper idea in store as well as creating aprons and packaging based on our original concepts. The palette remains close, albeit a bit less neon than I recommended. In the image below,  you can see the final produced colors on the wall at the left, and my suggested palette composited on the right hand side of the image.

Marguerite Lutton design

In an even further nod to the approved look and feel, PIXINK went on to develop the digital brand, collateral and packaging for the shop and Interior Designer, Nicole Hollis extended palettes and imagery beautifully into the physical space. The result? A cohesive and comprehensive brand system that translates across multiple components and mediums.