Sarah Roxas


Designing a visual identity for Tilda,
a woman in her 30s who favors timeless style over trends


Shop Tilda is a premium online store which launched in Manila, Philippines in the first half of 2015. Found by four friends who have traveled the world and have come to appreciate the quality and philosophy behind the most cutting-edge labels, Tilda’s mission is to bring home brands that embody timeless style and comfort.

Who is Tilda? Tilda is for a woman in her 30s who favors timeless style over trends. She understands quality and is willing to spend for it, even for her everyday, dress down pieces. She wears her 5-inch heels and shift dresses for special occasions, but for the daily grind, she wears understated, comfortable and covetable clothes and shoes of great quality that are guaranteed to be wardrobe staples that will serve her well for many years.

This project on visual identity aims to represent these values and philosophy of Tilda women visually. A logo, branding elements, business cards and packaging design are all included in this visual exploration.