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Jolie de Lys is a Russian womenswear brand based on the ideas of femininity, inner harmony, and natural elegance. The brand creates clothing that emphasizes natural forms and a woman's individuality, combining soft silhouettes, comfort, and refined aesthetics. The source of inspiration for the brand became Italy — its architecture, art, nature, and characteristic lightness in approaching beauty. In Jolie de Lys's philosophy, clothing becomes a way to emphasize a woman's inner strength and her own sense of self.
CSG's task was to create a cohesive brand from scratch — from the conceptual platform to the visual system and full digital infrastructure. We developed a brand platform, logo and monogram, formed the brand color and font systems, created identity elements, and designed printed materials. The next stage was designing and developing an online store on the InSales platform with a custom design and necessary e-commerce integrations.
At the core of Jolie de Lys's concept is the image of a woman whose attractiveness is built on naturalness, confidence, and inner harmony. The brand speaks of femininity without excessive ornamentation: through light lines, thoughtful silhouettes, delicate details, and a sense of quiet elegance. The visual language continues this philosophy, combining European aesthetics, restrained sensuality, and a timeless mood.
Jolie de Lys's visual system is built on a combination of classic fashion aesthetics and the lightness of a contemporary women's brand. The palette is based on deep blue, airy light blue, and soft milky shades. The contrast of saturated color and light space forms a recognizable, clean, and premium image. The typographic system combines an expressive antique font with concise supplementary typefaces, allowing the identity to be adapted for both emotional fashion communication and functional media.
We developed a comprehensive system of branded printed materials and packaging: bags, boxes, labels, tags, postcards, cards, inserts, and other order fulfillment materials. The design uses the brand blue color, milky base, monogram, delicate graphics, and classic typography. Special attention is paid to details and tactility of the media so that packaging is perceived as an extension of the product and the overall customer experience.
For Jolie de Lys, we designed and developed a full-fledged online store on the InSales platform with custom UX/UI design. As part of the project, the homepage, catalog, product cards, collections, cart, checkout, informational sections, and user personal account were developed. The interface continues the brand's corporate aesthetic and is built around large fashion photography, free composition, and minimalist navigation. The site is adapted for desktops, tablets, and mobile devices.
The online store is built on the InSales platform using a custom design layout. The platform allows the brand team to independently manage the catalog, collections, products, prices, stock, content, and orders through the administrative panel. At the same time, the visual part was developed individually for Jolie de Lys and is not limited to standard template design.
FIGMA
INSALES
For full e-commerce functionality, we connected necessary payment and delivery services, configured order processing and handling workflows. A loyalty program and user personal account were also implemented, allowing customers to work with their data and interact with the online store's functionality within a single interface. Additionally, pre-order mechanics, quick order, and other e-commerce scenarios were implemented on the site.
