PROJECT CASE STUDY
PAOLA'S CLOSET
E-commerce Marketing + Brand Identity
PROJECT OVERVIEW
Paola's Closet is a curated Depop resale brand rooted in boho, tropical, and vintage aesthetics, designed to feel intentional rather than transactional. This project focused on launching a cohesive visual brand identity that connects social media storytelling, Depop listings, and physical packaging into one recognizable system. Using brand-led visuals and content strategies, the goal was to increase discovery, build buyer trust, and drive consistent sales across platforms.
01 / PROJECT CONTEXT
PAOLA'S CLOSET
PROJECT
Paola's Closet
ROLE
Designer
FOCUS
Brand Identity, E-commerce Marketing, Social Media, Packaging
OBJECTIVE & APPROACH
The goal was to create a cohesive visual brand identity for a curated Depop resale shop specializing in boho, tropical, and vintage fashion. The brand needed to connect Depop listings, social-media storytelling, and physical packaging into one recognizable system. An illustrated logo, earthy color palette, custom listing backgrounds, branded packaging, and a short-form content strategy were developed to help Paola's Closet stand out, build trust, and convert browsers into repeat buyers.
02 / LOGO
BRAND IDENTITY
The Paola's Closet logo was designed to serve as the visual anchor of the brand, reflecting its boho, tropical, and vintage-inspired identity. An illustrated mark paired with an earthy color palette communicates femininity, cultural influence, and soulful self-expression. The logo scales across digital and physical touchpoints — Depop listings, social media, and packaging — establishing Paola's Closet as a recognizable, branded resale destination.
BRAND MARK
03 / LISTING BACKGROUND DESIGNS
DEPOP STOREFRONT
Custom listing backgrounds were created to give Depop product photos a cohesive, recognizable look across the shop. These backgrounds help items stand out in search feeds without overpowering the garments themselves. These backgrounds function as a visual system, making diverse vintage pieces feel intentionally curated rather than random. The result is a more professional, scroll-friendly storefront that builds visual trust with buyers.
01 / LISTING BACKGROUNDS / PHONE MOCKUP
02 / LISTING BACKGROUNDS / DEPOP STOREFRONT
04 / SHIPPING BAG
PACKAGING + DISCOVERY
The branded shipping bag was intentionally designed to reach curious eyes throughout the package's journey to the customer, from drop-off to delivery. A visible QR code invites anyone who encounters the package to scan and discover Paola's Closet on Depop. The QR code is dynamic, allowing performance to be tracked through analytics such as scans, location data, and engagement over time. This transforms packaging into a measurable marketing channel that extends brand reach beyond the original buyer and into real-world circulation.
SHIPPING BAG / QR CODE PACKAGING
05 / TIKTOK + INSTAGRAM REELS
SOCIAL MEDIA CONTENT
A reel series, titled "What Sold on Depop This Week," was created as a promotional tool to increase visibility for Paola's Closet and grow a targeted audience on social media. Each reel highlights recently sold items to build social proof while reinforcing the shop's curated, in-demand positioning. Visual branding was intentionally used to stay consistent with the boho–tropical brand identity and attract the right viewers. By pairing engaging content with clear calls to action, the reel guides viewers from discovery to following the brand and ultimately converting into Depop buyers.
06 / BRAND SYSTEM
CONNECTED TOUCHPOINTS
The Paola's Closet identity operates as a connected system rather than isolated deliverables. Each touchpoint — from Depop listings and social content to branded packaging — reinforces the same visual language, creating a consistent and recognizable presence across every customer interaction.
BRAND IDENTITY
·
DEPOP STOREFRONT
·
SOCIAL CONTENT
·
PACKAGING
07 / OUTCOME
PROJECT IMPACT
The completed system gives Paola's Closet a consistent visual presence across Depop, social media, and packaging — turning each interaction into an opportunity for brand recognition, discovery, and conversion. The outcome is a visually unified resale brand that treats every touchpoint as both a storytelling and conversion opportunity.