Pretty Filly

Pretty Filly is an elevated home organisation brand bringing beauty, personality and colour to a traditionally utilitarian category. The identity feels playful and polished, feminine without being overly sweet, and colourful without feeling childish, creating a fresh, lifestyle-led approach to storage.

Build a distinctive identity that feels at home in the lifestyle space rather than like a traditional storage brand.

A bold, characterful wordmark, refined filly details and a soft-but-colourful palette give Pretty Filly personality while keeping the system elevated and scalable.

The Western reference should remain a subtle nod to the name and Kristen’s background rather than becoming the defining theme.

A complete Essentials Brand Identity including brand research & positioning, two creative directions, primary and secondary logos, icon logo, custom colour palette, font recommendations, five custom illustrated icons, full brand guidelines, a quick-reference brand sheet and three rounds of revisions.

Product and packaging design, label card design, website or Shopify design, social media templates and additional collateral are outside the current branding scope. Editable source files and commercial font licences are also not included in the standard package.