OhGosh.Gallery

OhGosh.Gallery was a boutique homeware brand I founded and ran between 2020 and 2022. I designed the identity, packaging and product range, built and ran the Shopify store, shot the photography and produced the in store presentation for a stocked range in Boots UK.

A new brand with no reputation had to look credible next to established names, both in a crowded online marketplace and on a shelf in a national retailer.

The products were handmade in small batches, so the brand had to feel considered and personal without looking homemade.

The identity was kept quiet on purpose. The products are colourful and textured, so the logo, tags and packaging were set in a restrained palette and a simple type treatment to frame the work rather than compete with it.

Packaging was designed as part of the product. Tags, insert cards and labels use the same materials and the same restraint, so what arrives in the post reads as one object rather than a product inside marketing.

The Boots range needed a different set of decisions. Shelf display has to be legible from a distance, hold its shape when customers handle it and communicate what the product is without a conversation, so the retail packaging carried more product information and a bolder use of the brand mark than the online version.

Photography did the brand's persuading. Resin is difficult to judge online, so the shoots concentrated on edge detail, gold leaf texture and scale in a real setting, styled consistently so a collection read as a range rather than as separate items.

Running the brand end to end meant every visual decision had a cost and a return attached to it, from the price of a printed tag to how a photograph performed on a product page. That commercial framing is what I took from it.