A stylish, contemporary Queenstown store offering an
eclectic mix of women’s apparel, jewellery &
homeware by talented New Zealand and international

Owner Shelley Alexander wanted to modernize the
current branding and pull together a more cohesive
look that reflected the beautiful, sophisticated & warm
earthy feel of the Decode store. Shelley and her team
had been drawn toward a Scandanavian designed
wallpaper of stylized florals.

I recreated Decode’s own customized wallpaper
background using native New Zealand flora; Ti Koura
(Cabbage Tree - the tree and its flower), Kanuka /
Manuka flowers, Harakeke (NZ flax) & tussock. Also
included are grapevines & Polar leaves common to
the Central Otago area. I put togther a palette which
directly related to the colours of Queenstown’s natural

Included in the project were a logo refresh, business
cards, stationery, swing-tickets, printed tissue,
stickers, paper carry bags, visuals of social media &
point of sale pieces, as well as store signage.
Highly enjoyable project & client!