Betty Jeffries Brand Family
Fashion designer Ralph London has built a thriving boutique empire in Madison, Indiana, with five distinct retail concepts spanning women’s, men’s, kids, and bridal fashion.
As a contracted creative consultant, I’ve developed brand identities for four of these shops—Betty Jeffries (women’s), Betty Jeffries Mobile Boutique (womens), Elsie B (kids), and Love Betty Bridal—including logos, graphics, and supporting brand elements. Each identity reflects the personality and purpose of its audience, while maintaining a cohesive connection to Ralph’s broader brand vision.
Inspired by designer Ralph London’s mother, this logo evokes a refined 1950s sensibility rooted in nostalgia and femininity. I selected a distressed variation of American Typewriter to reflect a vintage, hand-touched feel, complemented by a subdued mint and off-white palette. The flower motif—simple and delicate—pays homage to his mother’s love of asters and daisies, bringing personal meaning to the boutique’s identity.
For the Betty Jeffries Mobile Boutique, Ralph envisioned a design inspired by vintage hand-painted wall ads. To honor his mother—the muse behind his brand—he requested her portrait be the focal point. I created a graphic that mimics the look of aged mural signage painted directly onto a brick wall, blending nostalgic charm with personal significance.
As Ralph’s brand has grown, I’ve continued to support his evolving vision with ongoing creative solutions—including a refreshed logo that emphasizes the signature daisy motif and a range of custom merchandise graphics designed to enhance brand recognition and retail appeal.
Elsie B Kid’s Boutique
This playful brand identity was inspired by Ralph’s grandmother, Elsie, whose love for children and bees informed the boutique’s namesake and theme. He envisioned a youthful, friendly logo that would appeal to both kids and parents. I designed a cheerful bee character integrated with a playful wordmark, incorporating a heart and flight path to reflect warmth, energy, and affection. The result is a charming, approachable identity that brings personality and meaning to the children’s boutique experience.
Love Betty Bridal
Ralph’s newest boutique, Love Betty Bridal, draws inspiration from his mother’s enduring influence and her love of daisies. To reflect the personal, sentimental nature of the brand, I hand-drew the floral elements and incorporated a custom logotype based on his mother’s actual handwriting. The result is an elegant, heartfelt identity that blends vintage charm with a romantic, bespoke feel—perfectly suited for a bridal boutique rooted in legacy and love.
