A rebranding to raise your vibration

We have worked with fashion, design and lifestyle brand La DoubleJ since J.J. Martin founded it back in 2015. Like J.J., the brand has always been bold and unabashed with a joyous idea of living life to the full. With time, however, the brand’s maximalist approach has evolved and so its logo and image needed to too.

La DoubleJ still aims to bring that feel-good-factor to fashion and homeware, but it has gone deeper, adding an extra level of spirituality and wisdom to celebrate individuality and empower the women in its orbit.

So, how to go about this rebranding, putting all these elements into a refreshed visual identity? We started with the logo. We decided not to overhaul its structure but to give it a more sophisticated and universal touch. The script is more upright and mature while the san serif capitals are less emphatic with a more elegant pattern and colour fill. The greatest difference, however, lies in the full stop at the end of the name. Whereas the original logo featured a cartoon-style bomb, the new logo features a star. This new shape maintains the idea of explosive energy while instantly referencing the more spiritual side of the brand.

On top of this we developed different colour combinations for the logo that can be used in different scenarios, preserving the versatile and eclectic nature of the brand.

The next step was to incorporate the new sophistication into the e-commerce packaging, and gift wrap while keeping it beautiful and fun. To do this we decided to refine the used of print balancing it with a carefully selected colour palette. This new approach resulted in a series of bold, two-tone, geometric patterns that we applied to different branded elements.

We completed the project with a series of collateral products including stickers and with compliments cards to comunicate the joyous universe of La DoubleJ to the full.