the story.
branding & packaging design: JCPenney.
Stylus: a soft, lifestyle brand, for everyone, designed to be sophisticated and comfortable. The tagline is “soft is an understatement”. I worked with company leadership to communicate a logo and identity that matched what we wanted to provide as a product in stores and online. The tag design, structure, string, & feel was driven by the overall vision of the brand. The brand is effortless without being sloppy and the CMO directly requested it to be a “luxurious comfort” that could be worn to work. (this was executed just before the pandemic struck)
branding:
The main hang tag is the face of the brand in the store. Designing the logo, tag shape, color palette, string, and paper execution is vital to the voice of the brand itself.
Keywords: clean, comfortable, approachable, reductive, modern, stylish, quality, chic, and soft.
design:
The wordmark was constructed to communicate the brand identity. The authentic voice of the brand values comes to life in the austere, modern typography and sophisticated feeling of the logo.
Beginning with an approachable grey to anchor the color palette within the core brand values; the cohesiveness of soft materials and the display of fabrics also package the brand as a complete unit.
comfortably stylish mood