For this rebranding project, I focused on refining and elevating this essence while maintaining the brand’s bold yet playful identity. Instead of reinventing its visual language, I leaned into what makes Jacquemus distinct: its organic connection to French culture, its lighthearted yet sophisticated spirit, and its ability to capture the fleeting beauty of everyday life. Inspired by the brand’s first U.S. store in SoHo—where elements like croissants, lemons, and French paintings took center stage—I introduced hand-drawn illustrations and a color palette derived from Jacquemus’ existing collections. These elements enhance the brand’s storytelling, adding a tactile, artisanal feel that mirrors the designer’s deep-rooted inspirations.
This rebrand reaffirms Jacquemus as more than just a fashion label—it’s a feeling, a place, and a memory. Through carefully considered design decisions, I aimed to create a visual world that feels both elevated and familiar, capturing the essence of a brand that is at once youthful, timeless, and unmistakably French.
