Down the Lane Boutique gets Defined Brand Identity

by Communitech   |   July 14, 2021   |   Share this:  

Down the Lane Boutique is a retail store that is primarily focused on Canadian designer clothing and fashion for women. It also has an adjacent shop that sells ice cream and other seasonal snacks.

The Owner and Founder, Aurella Moritz is enthusiastic about her small knit community in Pelee Island and hopes to provide unique “one-of-a-kind” products that will cater to the community and like-minded tourists. The Covid-19 pandemic has put a damper on tourist activities on the island and has introduced a lot of regulations regarding store operations which has greatly affected the amount of visitors that enter the boutique and visit the ice cream shop.


Residing within a tourism-focused community, Covid restrictions on ferry travel to the island, Provincial “Stay-at-Home” orders, and International border restrictions had eliminated the physical presence of the business’ customer base on Pelee Island and consequently, in-store for Down the Lane Boutique.

Aurella was looking for ways to maintain connections with her existing audience through Facebook and Instagram but wanted a stronger understanding of how to use both of these
platforms to their full potential. With no defined brand, advertising on social media proved difficult when trying to create brand awareness and draw new customers in – a clear brand identity and brand voice needed to be established.

Aurella already had a good understanding of how she wanted her brand to be perceived by her clients (i.e. providing “one-of-a-kind”, high-quality products with friendly and welcoming service), and so these values were carried into the development of the business’ new brand identity with the creation of a new logo and brand voice for her socials.

A fully-branded “Post Library” was created by the Transformation Team with pre-made designs that could be used on both social media platforms. These designs were accompanied by detailed “How-To” guides, a resource list for further learning, and app suggestions to make the posting process as smooth and easy as possible. The team also created and integrated a new logo with the existing digital presence and created additional branded assets such as a Facebook Cover Photo and post templates, to maintain brand consistency on all social media platforms.

The team provided Aurella with resources to fully understand the importance of Down the Lane Boutique having a clear brand voice and how to convey it to new audiences.


Our Digital Main Street innovation partner in the Windsor-Essex and Chatham-Kent region is WEtech Alliance. See how they can help.


Written by Kahlan Thompson and Bhumi Patel

About Digital Main Street

Digital Main Street was created by the Toronto Association of Business Improvement Areas (TABIA) with direct support from the City of Toronto. DMS is also supported by a group of strategic business partners, including Google, Mastercard, Shopify, Microsoft, Facebook, Intuit QuickBooks, Square, Yellow Pages and Lightspeed.

A $42.5-million investment from FedDev Ontario brought together the Toronto Association of Business Improvement Areas, Communitech, Invest Ottawa and the Ontario Business Improvement Area Association to expand the Digital Main Street Platform in order to support more businesses going digital as a response to the impacts of COVID-19 in Southern Ontario.

Ready to get started?