With rustic charm and modern flair, Clare Chow establishes Duq’s as Muskoka’s go-to general store — The Brand Identity – Home of the Greatest in Graphic & Brand Design

With its postcard-worthy landscapes of pristine lakes, majestic mountains, and verdant parks, Muskoka stands as one of Canada’s leading summer destinations. Each year, Ontario residents escape to this idyllic municipality – affectionately known as “cottage country” for its abundance of holiday homes – seeking either a peaceful escape from city life or adventures in the great outdoors.

Whether you need dinner inspiration, entertainment for a rainy day, or forgotten essentials for a lake excursion when in Muskoka, Duq’s Supplies & Lifestyle serves as your comprehensive one-stop shop. “Duq’s functions as an emporium for all these needs,” explains Clare Chow, the Toronto-based designer who crafted the shop’s identity to resonate with both urban visitors and local residents. 

The identity leads with an all-caps wordmark that spells ‘DUQ,’ contrasting against a lowercase ‘s’ – set in BN Bungie by Brandon Nickerson Studio – giving it “a sense of curiosity and fun.” The full logotype, ‘Duq’s Supplies & Lifestyle (Port Carling, Muskoka),’ features a pairing of Copernicus New Cond by Labor and Wait with ABC Diatype Semi-Mono by Dinamo.

Describing her thinking behind these choices (also used throughout the identity and brand assets), Chow explains, “Copernicus New Cond was a no-brainer; it’s a beautiful condensed serif with a lot of rustic charm and personality. Then we have ABC Diatype Semi-Mono, which brings a unique contemporary energy and really balances things out so it never feels too traditional.” The interplay of type styles creates an eclectic feel that, according to Chow, mirrors the founder’s distinctive taste. “I normally advise my clients not to go so wordy with the name, but in this case, it works – the wordiness almost feels vintage, like earlier 20th-century store signs, hearkening back to the days of a slower pace,” she adds. 

To accommodate the store’s diverse product range, Chow developed a clear and simple visual system. “A strong system of colour and type provided a great foundation for the boutique’s brand,” she explains. The straightforward design package allows for easy navigation without overwhelming the brand’s aesthetic, particularly important given the absence of an in-house designer. A custom greyscale, grainy image treatment enables engaging content creation for recipes and hosting ideas. Complimenting this, the wider colour palette draws direct inspiration from the natural surroundings, featuring earthy tones that reflect the pines, lakes, stone, and sand of the region.