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Butter & Sand is a premium womenswear brand for women who choose wardrobe essentials with a focus on trends and the aesthetic of refined everyday living.
The brand combines effortless luxury, freedom and emotion. Contemporary femininity meets childhood nostalgia: familiar feelings, the joy of beautiful things and the pleasure of being yourself. The brand expresses this through the concept of inner harmony and outward aesthetics.
CSG's task was to create a cohesive visual system for Butter & Sand and extend it across key audience touchpoints, from the logo and packaging to a complete online store.
We developed the brand's logo, monogram, additional identity elements, colour and type solutions. Using this system, we designed print and packaging applications and prepared layouts for production.
Next came an InSales online store with bespoke UX/UI and features tailored to fashion e-commerce. We connected a loyalty programme, payment systems and delivery services.
Butter & Sand's concept centres on the 'inner girl': the emotional part of a personality that retains lightness, curiosity, freedom and the ability to enjoy small details.
The brand's visual image pairs mature femininity with gentle nostalgia: pastel shades, handwritten fluidity, delicate ornaments and details recalling personal diaries, postcards and emotionally treasured objects.
The system never becomes childish. A premium fashion presentation remains its foundation, with memories and romance balanced by contemporary typography and clean composition.
Butter & Sand's identity combines soft femininity with understated elegance.
Powder pink, milky white, cream and light green combine with deep wine. The contrast between the light base and rich accents enables both airy and more expressive communication.
The typography system pairs the main logo's calligraphic character with more neutral contemporary type. Fine lines, frames, stripes, bows and signature patterns add to the visual vocabulary.
We developed a calligraphic wordmark for Butter & Sand with flowing lines and a distinct fashion character.
The BS monogram works as a standalone brand mark on tags, packaging, stickers, patterns and other applications that do not require the full logo.
We developed several logo and monogram compositions to adapt the system to different sizes and formats, from small labels to large digital communications.
We developed a comprehensive print and packaging system for the brand.
It includes branded tags and labels, packaging elements, bags, stickers, cards and additional order materials.
We considered not only the visuals but the entire customer experience: packaging extends the brand aesthetic and strengthens the emotional connection when an order is received and unwrapped.
CSG prepared all materials for subsequent production and printing.
We developed a bespoke InSales online store for Butter & Sand.
We designed the key user journeys: catalogue, collections, product pages, search, cart, checkout, customer account and information sections. Gift cards and back-in-stock notifications were also implemented.
The interface adapts to desktop, tablet and mobile, maintaining the brand's visual system across devices.
FIGMA
INSALES
The online store includes a loyalty programme that brings repeat purchases and customer interactions into one system.
We also connected the required payment and delivery solutions so users can complete the entire purchase journey on the website, from choosing a garment to payment and delivery arrangements.
The integrations automate key e-commerce processes and make it easier for the brand team to manage the online store.
