branding / logo design / brand identity
Fall 2021
Conceptual rebrand for the women's apparel company Roxy. This rebrand focused on repositioning Roxy as a snowsports apparel company.
The Problem
Roxy has had the same logo since 1993 when the company was founded as the sister-company to surf brand Quicksilver. Roxy's current logo is comprised of 2 Quicksilver logos put together to form a heart shape.
Despite bing the official sponsor of Snowboarding Olympic Gold Medalist, Chloe Kim, Roxy's Current Brand identity is still very surf focused.
Roxy’s new logo truly showcases them as a snowsports apparel company. The new brand identity emphasizes what Roxy is all about; an adventurous spirit, and stylish apparel. The new logo represents a mountain and winding ski slopes. The strong logo mark is versatile
and can fit on anything from the zipper-pull to the bottom of a snowboard - something that the former complex “Roxy heart” could not do.
and can fit on anything from the zipper-pull to the bottom of a snowboard - something that the former complex “Roxy heart” could not do.
Roxy's current logo is shown below:
© Roxy
The Solution
A brand identity system that emphasizes Roxy as a women's snow apparel company. The new logo is feminine and stylish without being too "girly". The new brand identity is sophisticated, fashionable, adventurous, and feminine.
The colors are bold and eye-catching and make Roxy stand out on the slopes. The typeface was changed to a bold san-serif to better match the bold new logo.
Primary logo
Logo adaptations - horizontal and vertical layouts
Horizontal Alternate
Vertical Primary
Brand identity colors and typography
Advertisement and product mockup
Product Mockup
Product Mockup
Business card design
Corporate stationery system