Yellow Rose by Kendra Scott

Elevated branding that re-established a subsidiary brand to a national presence all of its own.

The Kendra Scott team reached out to Oava for a custom typeface and brand refresh for the re-launch of their brand, Yellow Rose by Kendra Scott. They sought a western touch, an illustrative approach, and a distinctly Texan influence on the brand visuals. What existed before was boho and unfinished. This rebrand positioned the company as something standalone, immersive, and ready to scale nationally.

Identity / Custom Typeface / Illustration

Comparison of two logo designs for 'Yellow Rose by Kendra Scott,' showing an evolution from a black text with a yellow rose emblem to a brown text with a brown rose emblem.

From a flaired serif with a retro or boho feel to a sans serif, with a slight western hint.

A hanging sign for Yellow Rose by Kendra Scott on the left, and two wooden hangers with the Kendra Scott logo displaying white clothing on a rack on the right.

On the left; the neon sign on South Congress - full logo, featuring the original Kendra Scott rose motif with a refreshed border and handlettered type. On the right; The YR brand mark on the hangers in store.

Text graphic with the words "YELLOW ROSE KENDRA SCOTT" in brown letters on a white background.

A custom typeface was developed by Meg Burk, based off of the lettering for the primary logo. It’s a thin, rustic, and slightly narrow typeface with custom spurs for the logo.