Kay White Brand Design

Mirabilia Brand Design

Retro-themed personalized memorabilia e-commerce shop

The Situation

Mirabilia Boutique came to us with a clear problem: their handcrafted laser-engraved and custom-printed goods had that personal touch customers craved. The owner, a practicing psychiatrist, understood that great branding works because it triggers specific neurochemical responses—but her DIY Shopify store wasn't delivering that impact.

Despite offering unique retro-inspired memorabilia and gifts, their Shopify store was getting lost in the digital noise—potential customers scrolling past without that crucial moment of recognition. Her laser-engraved and custom-printed retro memorabilia had the personal touch customers craved, but without professional branding, potential customers were scrolling past without that crucial moment of recognition.

The challenge: transform a homegrown brand into something that could capture the instant excitement of discovering a hidden gem, while while leveraging psychological triggers to drive purchasing behavior.

The Solution: "The Wonder Spark" Strategy

I developed a brand concept that bridges vintage discovery with modern luxury shopping—systematically applying psychological principles to create that dopamine hit of finding something uniquely personal.

The breakthrough was the starburst logo: radiating patterns that trigger excitement while feeling both like a vintage shop sign and a digital badge of craftsmanship. This design communicates the "spark" of discovering something meaningful while activating reward pathways in the brain.

The complete brand system included:

Strategic color psychology: Soft purple palette that combines blue's calming effects with red's energy—reducing purchase anxiety while maintaining gift-buying excitement
Dual typography approach: Wedding Gothic for nostalgic charm paired with clean sans-serif to reduce cognitive load and speed decision-making
Scattered spark elements: Strategic visual rhythm that activates pattern-recognition centers, keeping customers engaged and browsing longer
Redesigned Shopify experience: Thumb-friendly navigation with generous white space that lowers stress and justifies premium pricing
Social media templates: Consistent brand presence that builds neurological recognition across platforms

Every design choice was intentional—from the radiating logo that mimics neural firing to the blue CTAs that feel trustworthy rather than pushy.

The Impact: Professional Presence That Converts

The rebrand transformed Mirabelia from a DIY side project into a professional boutique that commands attention:

Complete brand transformation in just 2 weeks—from concept to launch-ready Shopify store
Psychology-driven design system that differentiates from competitors relying on surface aesthetics
Elevated market positioning that justifies premium pricing through scientifically-informed choices
Optimized customer journey designed to work with natural purchasing psychology

Beyond Pretty: Strategic Psychology in Action

This project showcased the power of applying psychological principles to visual design. The retro-tech aesthetic creates that perfect tension between comfort and excitement that gift-buyers seek, while the strategic user experience guides customers through the neurochemical journey from curiosity to purchase.

The result: a brand that doesn't just look professional—it strategically triggers the emotional cocktail of nostalgia, excitement, and personal connection that turns casual browsers into customers who can't wait to share their custom treasures.