Established in 2016

FIGJAM.TO is a local online retailer of Australian labels, based in Woodbrige, Ontario.

Female owned and operated, a passion for Australian fashion and labels is what sparked the reality of turning this small business dream into an online boutique. The brand goals were defined to be unique and bold while resonating with Australian fashion and lifestyle.

Since opening, FIGJAM.TO has established itself in the fashion-saturated Toronto market. Curated labels pair beautifully with the evolving boutique brand. They occupied a pop up spot in Yorkdale Shopping Mall during a two week venture in support of female entrepreneurship, have worked with some of Canada’s top social influencers and their pieces have often been used in styling for TV, specifically ET Canada.

Type Pairings

The logo had to evoke the ocean and beach vacation feel that would be reflected in much of the apparel. A combination of light and airy yet bold and clean.

Signerica and Brandon Grotesque are the two signature typefaces used in the logo design and branded assets. The pair create the perfect blend of simplicity while evoking the ocean breeze, which is also visually reinforced by the Toronto acronym “TO” sitting over the lower case (wave) of “m”.

Emblem & Colour Palette

We then took the lower case “m” and isolated it as the brand’s emblem of an ocean wave. Simple, elegant yet directly tying together the original essence of FIGJAM.TO’s identity.

Aqua and earth tones evoke sand and ocean elements that revisit FIGJAM.TO’s Australian-inspired origins.