Eliana Curated

The Ask

Eliana Curated was preparing for a major milestone: opening their first brick-and-mortar storefront in Old Town Alexandria, Virginia. Formerly known as Icon Line Design, the brand had outgrown its original identity and needed a refined, cohesive rebrand that reflected its evolution into a curated jewelry destination.

In addition to the storefront launch, Eliana Curated regularly participates in high-visibility pop-up markets including the Boston Snowport and Downtown DC Holiday Market. The brand needed a visual system that could perform across multiple environments—retail shelves, market booths, packaging, signage, and digital touchpoints—while maintaining a consistent, elevated presence.

The Solution

Hidden Path Creative partnered with Eliana Curated to deliver a full brand refresh and packaging system designed to scale with the business and support both in-store and pop-up retail experiences.

We developed a refined brand identity anchored in elegant typography, a soft yet confident color palette, and custom brand marks that could flex across packaging, signage, and printed materials. The visual system was intentionally designed to feel luxurious but accessible—mirroring the curated nature of Eliana’s jewelry collections.

For packaging design, we created earring cards and branded materials that elevate small jewelry pieces while remaining practical for retail displays and market setups. Thoughtful details and consistent branding ensure each piece feels gift-worthy and unmistakably Eliana Curated.

To support the storefront launch and ongoing retail presence, we also provided photo art direction, ensuring product imagery aligned seamlessly with the new brand identity. Signage and collateral were designed to enhance brand recognition in physical spaces—from storefront signage to pop-up booth visuals—helping Eliana Curated stand out in busy, competitive retail environments.

The result is a cohesive, polished brand that confidently transitions between boutique retail, pop-up markets, and e-commerce, positioning Eliana Curated for continued growth.