Yellow Rose by Kendra Scott

Identity / Custom Typeface / Illustration

Yellow Rose by Kendra Scott A brand rooted in Texas, establishing itself with a national presence entirely its own. We refined and elevated the brand be a heritage brand. With stores across Texas and now in Nashville, TN, Yellow Rose is spreading its wings.

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.

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 — the rebrand positioned the company as something standalone, immersive, and ready to scale nationally.

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.

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