Juicy Couture Campaigns
Authentic Brands Group Intern Work
Timeline: 3 weeks
Role: Brand & Graphic Designer
Tools: Photoshop, Illustrator
During my internship at Authentic Brands Group, a major portion of my design work was for Juicy Couture, both for new brand activations and current campaigns. My work included logo designs, creating and gathering assets for this brand extension, and social media and email design for Juicy Couture’s holiday 2022 campaign.
I began with a moodboard to take stock of Y2K trends and get an overview of various potential colors, textures, and assets to create and use. This helped inspire new ideas for logo and packaging when I was stuck, as well as provided multiple visual directions to explore and refine.
MOODBOARD
Tasked with designing within the current brand guidelines, such as the typeface used for "Juicy Couture," and encouraged to use the heritage symbols (the dog, cherry, and crown) as well as create my own, I began designing in Illustrator and exploring every possibility I could think of. I combined some with gradients that I had created, as well as holographic and colorful stock textures I found, and ended up choosing a smaller group of logos to present.
LOGO DESIGNS
For the clothing tags, I was tasked to design using both the Y2K direction as well as current Juicy heritage symbols, so I combined the two in various ways, such as Y2K colors and textures with heritage symbols or vice versa. I also played with the physical texturing and layering of the packaging for the hangtags, designing potential vinyl or other transparent material patterned with symbols, as well as cutouts of the symbols.
CLOTHING TAGS
HANGTAGS
JOKER FIT PANT TAGS
WOVEN LABELS
HOLIDAY MARKETING MATERIALS
