New year, new goals, and a brand new feel!

Here's some insight into what inspired my brand restyle. 

About nine months ago, I read a fantastic book, "How to Style your Brand", by the super talented Fiona Humberstone. Her book inspired me to dig deep and take a good look at my brand and ask myself some important questions about what I felt the Alexandra de Curtis brand stood for, and what I wanted it to stand for in the long term.

How to Style your Brand by Fiona Humberstone @thebrand_stylist

How to Style your Brand by Fiona Humberstone @thebrand_stylist

In 2014 I setup my business, created the brand, designed the collections, the marketing materials, the logo, the website, etc... and sometimes being so deeply set into your own work doesn't help you see it objectively. So 2016 became a year of reflection, I started thinking about what I really wanted from my business and my brand and whether I was achieving it in the way I had envisaged it when I first set it up. This period of reflection spilled into my personal life, as I realised that keeping them separate was going to be quite impossible. 

The main thing I felt I wasn't expressing well enough was a distinct personality through the brand. And as most marketers know, a brand without personality ends up being a bit blah. The biggest irony in all of this is that I'm using my name for the brand; injecting it with my design ideas and my style aesthetic, but as I'm a very private person and I don't like the idea of sharing too much about myself, I wasn't being successful at expressing the brand personality that I wanted to shine through.

This is by far my biggest challenge for 2017; expressing my vision and ideas through my brand without holding back. My goal for 2017 is to open up to people, ideas, partnerships, and lots of adventures!

I'd love to hear your thoughts on the new design. Please feel free to drop me a line! 


The Mood Board

Alexandra de Curtis 2017 Brand Refresh, the mood board


The Primary Logo and the Monogram

Primary Logo

The Primary Colours

Alexandra de Curtis 2017 brand refresh

The Secondary Colours




The Website



Ciao Alexandra de Curtis
Alexandra de Curtis Meet the designer

I’m Alexandra, founder and designer of Alexandra de Curtis. I love to share my passion for quality, Italian-made products and effortless style. Sign-up to my newsletter and join our exclusive tribe of fabulous women around the globe. You’ll be the first to know about our new arrivals, pop-up events, private sales and special discounts, so you too can live Italian, no matter where you are!


Alexandra de Curtis