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Serifina 2
Project Type
Rebrand & Refining
Role
Brand Consultant & Designer
ABOUT
A retail boutique brought back to life after closing in 2012. From Serifina to Serifina 2, the brand needed a tune up, along with a completed brand suite in order to smoothly relaunch the opening of the beautiful and elegant store. Located downtown Excelsior, Minnesota, Serifina 2 specializes in monogramming, embroidery, and thoughtfully curated gifts.
Date
Spring 2025
The Challenge
Serifina 2 needed a distinguishable visual identity that felt elevated, intentional, and delicate, remaining versatile across packaging, print, and digital applications. The challenge was to create a brand that balanced sophistication with warmth—something that felt custom curated and refined without becoming cold or inaccessible.
The Solution
I took the existing Serifina colors and feminine touch to thoughtfully crafted a new system rooted in elegant typography and a functional yet impactful brand. The identity emphasizes balance, softness, and detail, allowing the brand to feel both premium and personal, perfectly fitting into the downtown Excelsior community. The resulting system supports engaging storytelling through signage, packaging, socials, and embroidery, while giving Serifina 2 a distinct, memorable presence aligned with its values and audience.
