After nearly six years in the business, Ichigo Shoes decided it was time to update their identity and collaterals. It was such a joy working with Charlene, who wanted a fresh look, yet wished to retain the essence of the retail brand: feminine, fun, and sophisticated fashion. I started with a mood board, which would tell Ichigo's brand story and define its personality, before setting out to work on the various applications.
The most evident overhaul involved the graphics and illustrations. Among other things, Charlene wanted the design to at once communicate Ichigo as a fashion accessory brand. At the same time, however, we decided to retain yet update the look of one core element--the Ichigo owl, which would still give recall for the brand despite the visual changes.