Clotier wears Storience


Earlier in 2014’s summer, Storience created the brand identity and web design for Clotier, the most inspired Romanian online fashion store. Positioned as an “advisor on wardrobe issues”, the new online store is a rich source of fashion inspiration and tips. What sets it apart from the competition is an in-house team of fashion consultants. They carefully choose products and create outfits that help customers make better purchase decisions. Clotier also has an editorial team that produces its own store magazine. Both teams are managed by Ovidiu Buta, the reputed Romanian fashion stylist and editor.


Storience started the branding process with a research of the Romanian fashion consumer. A key finding was the people’s need for inspiration and guidance in their clothing choices.

Most of the interviewees mentioned hesitation and insecurity when matching clothes to their body type, as well as to their mood and personality – regardless of their income or education level (…) Hence the idea of making the new online store work as an advisor on wardrobe issues. This was the cornerstone of Clotier’s brand strategy.

Adriana Liute,

Managing Partner Storience.

paleta cromatica

Based on research results, Storience developed a brand definition, followed by the brand name, the visual identity, the web design and front-end development for the online store, and the launch strategy.

Clotier is a made-up name stemming from the English “clothier – one that makes or sells clothing”. Its current form has a French flavour, conveys elegance, and goes well with “chiffonier” (closet) (…) The visual identity builds on the peacock, a symbol of beauty and natural elegance. This is where the crest on top of the initial C comes from. We used it not only because it is vivid and distinctive, but also because it makes the new brand seem one of a kind.

Adriana Liute


Our cooperation with Storience was casual and stimulating. A lot of nice ideas came forth. We are very pleased with the store’s name and visual identity, and we are striving every day to rise to the expectations of really being “one of a kind”

Cristina Ianovici,

Project Manager Clotier

Clotier is one of the few online fashion stores in Romania where all products are always available in stock, which means all orders are quickly fulfilled. The store sells both newly introduced international brands and own-brand products created in cooperation with local manufacturers.

Four months after its launch, Clotier has already offered personal fashion guidance for hundreds of clients, has published over a hundred articles in its online magazine, and gathered tens of thousands of fans on its Facebook page.

The Storience project team:

  • Analysis, strategy, naming, copywriting: Adriana Liuțe, Ștefan Liuțe, Sabina Frățilă, Daniela Deculescu
  • Identity design: Ovidiu Sebastian Pop
  • Web design: Alexandru Gugurel
  • Front-end development: Ștefan Gugurel, Iulia Corniciuc