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Branding, Art Direction, Print, Packaging, Digital, Social Media
Branding, Art Direction, Print, Packaging, Digital, Social Media
Overview
SoYoung was undergoing a brand evolution, with new product offerings like washable paper items and a shift in design direction, moving from illustrations to patterns and colour blocking in their adult collection. As the sole designer, I was tasked with creating cohesive print and digital content that showcased the brand’s growth while maintaining its core identity. The challenge was to communicate this evolution effectively while keeping the natural, airy, and simple aesthetic that SoYoung was built upon, primarily using linen as the brand's signature material.
Challenge
The main challenge was to update SoYoung’s brand aesthetic to reflect its new direction, which included launching washable products alongside their well known linen line, while still resonating with both existing customers and a new, broader demographic. The design needed to balance the introduction of modern elements, with the brand’s established natural identity. Ensuring the design remained cohesive across various formats—web, social media, marketing collateral, catalogues, and product packaging—was key to maintaining the brand's authenticity while appealing to a wider audience.
Approach
The approach was to merge SoYoung's established natural, minimalist aesthetic with a fresh, modern design. By incorporating patterns, bold colour blocking, and clean, friendly typography, the design reflected the brand’s shift to new materials like washable paper. There was also a focus on maintaining a clean, airy feel in the design that highlighted the brand’s heritage of linen-based products. As the new collection was in development, brands like Anthropologie and Urban Outfitters were gaining interest before the official launch. This early attention helped to inform about the new demographic that might be drawn to the collection, allowing look to be refined and align it with the evolving customer base. The cohesive design across all formats and channels ensured a seamless brand experience, appealing to both new and loyal customers.
Conclusion
The updated design successfully captured SoYoung’s evolution, reinforcing the brand’s growth while staying true to its natural, linen-based roots. The new aesthetic balanced modern elements with the brand's simple and airy identity, allowing SoYoung to attract a broader audience without losing its core values. This cohesive redesign positioned the brand for future growth, creating a strong visual identity across all media platforms.
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