Challenge

Located in New York’s SoHo, Matta is a high-end clothing and home decor boutique with international distribution. Owner/designer Cristina Gitti opened the shop to showcase her signature modern urban design, infused with a traditional East Indian sensibility. She needed a brand identity that would communicate her unique fusion aesthetic and its artisanal quality to a diverse clientele in the US and abroad.

Action

From environmental design to catalogs to e-commerce, we approached the project in a holistic way, creating a sensual mood through color, materials and handmade elements. We exemplified the unique marriage of East and West by using the layered textures and bold colors of Gitti’s designs throughout Matta’s branded communications. The logo combines traditional typography with a hand-drawn monogram, expressing both the sophistication of the product designs and the unique beauty of the store’s handmade fabrics. Matta’s storefront was given a bold presence through custom-designed, handmade resin panels flanking the front window, featuring the name embedded in the material. Details such as handsewn business cards relay the store’s commitment to craftsmanship and individuality.

Results

Matta’s identity has stimulated their expansion from a local Manhattan boutique to a global brand. Their successful e-commerce site has allowed them to reach retail customers as far as Japan, a large and previously untapped market, and their retail sales have shown a 20% increase. Matta means “crazy woman” in Italian, and that’s just what you might find if you frequent the store’s highly anticipated sample sales.

Recognition

Link to Website >