HOW IT STARTED

Johnny Was had a strong visual identity rooted in bohemian elegance, but it lacked clear direction and narrative.

Johnny Was is a renowned fashion brand known for its exquisite bohemian-inspired designs. While their existing branding beautifully captured the boho-chic spirit, it needs a clear direction and narrative. My goal was to intertwine Johnny Was' signature style with a resolute commitment to environmentalism, creating a brand that not only looks good but also does good.

WHAT I MADE

Refreshed the brand’s visual identity and redirected consumer focus from just the clothing to the brand’s significant charitable efforts and commitment to sustainability.

Inspired by the bohemian style of Johnny Was, I developed a refreshed brand identity that integrates modern design with a strong commitment to sustainability. The new logo blends the original thick font with an organic touch, while marketing materials, including a revamped website, posters and window display highlight the brand's charitable efforts.