Minx Parlor is a high end women's clothing and life style boutique in the River North area of Chicago. The owners approached us to design a logo and identity for them. Rather than a traditional design brief we instead developed a persona of what a Minx Parlor customer would be.

Minx Attitude
A minx is not really an age so much as an attitude. She’s flirtatious, mysterious, feminine. She has understated elegance. She’s smart, wicked, modern. She buys art and appreciates beautiful things. She is a woman with an attitude. She’s dark and provocative but not harsh or cheap. She knows how to carry herself so she’s strong but feminine. She is a dichotomy. She’s at once vintage but modern, edgy but elegant. She’s desirable and knows it but won’t use it for evil.