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Y&L Retail Branding for Silver in the City

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Young & Laramore reinvents the brown bag

Y&L Retail Branding for Silver in the City

There’s no denying that consumers are drawn to appealing package design. An elegant or striking package does a lot more than house recent purchases—it can help a store reach beyond its retail window and access a much broader audience. Just look at the enduring popularity of the Bloomingdale’s iconic ‘Brown Bag’ series. 


Recognizing the value of an original identity, Indianapolis-based retailer Silver in the City enlisted advertising agency Young & Laramore (Y&L), also based in Indianapolis, to breathe new life into their brand. Tackling everything from the store’s logo design and packaging to window displays, gift cards and its website, the new branding is not only beautifully crafted, but every detail is true to Silver in the City’s unique brand voice.


Incorporating clever text and sayings that encapsulate the store’s quirky personality, like “Nobody has ever said, ‘Oh you shouldn’t have’ and meant it,” the extensive redesign reflects Y&L’s and Silver and the City’s shared goal of taking the store past its four walls, introducing the brand to a wider audience.  


Client: Silver in the City

Agency: Young & Laramore

Executive Creative Director: Carolyn Hadlock

Creative Director: Bryan Judkins

Art Director/Designer: Elijah Schroeder

Senior Writer: Evan Finch

Creative Technologist: Henrik Persson  

Digital Producer: Kevin Wood

Brand Action Strategist: Adrienne Bailey

Account Manager: Lucia Bayt

Website Programming: Ivory Digital

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