Elms Store Swings Open its Doors in Surry Hills

Elms store is a brand-spanking new fashion and homewares store that's recently swung open its doors on Crown Street in Sydney's Surry Hills.

It's well-curated selection of Australian and Kiwi designed clothing, books, gifts, homewares and artwork nicely packs out two finely-appointed floors on Surry Hills' most prominent shopping drag.

We here at Mat Faint Design Co. had the pleasure of helping the girls at Elms develop their brand identity and tone of voice.

Given the Australian-centric approach to design, we chose to go with a rich dessert ochre as the brand's central colour.

To reflect the premium nature of the store's offering, we opted for a clean, solid serif logotype with an accentuated 'l' as a nod to the towering trunks of verdant greenery that line the streets of Surry Hills.

We're continuing to work with Elms to progressively build on various elements of their brand as they grow.