Claire’s Rebrand
Accessory Brand Identity System

A rebrand for Claire’s aims to better connect with the creative spirit of Gen Z and Gen Alpha. The new identity embodies a fresh, playful, and contemporary feel, designed to inspire self-expression, creativity, and joy on every visit. Claire’s is no longer just a place to shop, but a space to play, create, and belong.

Guided by the target audience, the rebrand centers a fun, vibrant spirit that makes style accessible while inspiring creativity, self-expression, and discovery.

For the logo redesign, I refined the kerning and color palette. The apostrophe was designed to adapt and represent different products in various contexts.

The visual system features a diverse range of products, from accessories to toys. Soft gradient tones convey the brand’s sense of cuteness and playfulness.

I designed a series of posters for outdoor advertising to showcase different parts of the product line. They demonstrate how the logo can shift and adapt in response to different contexts.

The visual identity extends into the physical storefront, designed
to accommodate a wide range of customers, from toddlers to
young adults.

This motion piece is designed to promote Claire’s on Instagram by showcasing the wide range of our products and introducing customers to the playful, expressive spirit of the brand.

This new DIY event lets customers create their own phone cases using cream glue and various decorations, offering a unique texture experience and a sense of accomplishment.

Fluffy Bloom

The Tale of Hot Pot

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