branding / logo design / brand identity
Conceptual rebrand for the women's apparel company Roxy. This rebrand focused on repositioning Roxy as primarily a snowsports apparel lifestyle brand.
The re-brand project is term-long assignment that tasks students to take a long look at what constitutes brand identity, development, and identity design. Students consider the factors that go into the identity design including a target audience, brand values, big picture for the brand, it’s persona and tone-of-voice, and brand messaging.
The identity design goes well past a logo, and considers the entirety of the system: A flexible logo for multiple applications, typography system and color palette, additional graphics system or mascot. Students also look to establish a photographic tone-of-voice to complement the brand identity system.
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 icon is an abstracted mountain and ski slopes scene.
The new brand identity system is fashionable, adventurous, and feminine. These are qualities valued by my target audience of outdoorsy Gen Z and Millennial women.
The new brand identity system is fashionable, adventurous, and feminine. These are qualities valued by my target audience of outdoorsy Gen Z and Millennial women.
The colors are bold and eye-catching and make Roxy apparel 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