Chic & Bougie

Identity for a casual and youth inspired women's clothing collection.

Modeled after such women's wear leaders as Juicy Couture and Betsey Johnson, Chic and Bougie came from the basic idea that women's wear doesn't have to be so rigid or stuffy. The thought that "sometimes a girl just wants to put on a t-shirt, shorts and flip flops and be as comfortable in a city as she is on an island vacation in the Caribbean."

Initially, the company began life as Cheap and Bougie. So the juxtaposition of being both cheap and looking for great deals with being bougie which meant having wealthy taste was sort of an inside joke about those who look like a million bucks but have more meager means. Later, the word "Cheap" was replaced since it appeared to be slightly demeaning and less status neutral than using the word "Chic".