SHONA JOY WANTED THEIR BRAND TO REACH NEW HEIGHTS FROM FAN FAVOURITE TO ESTABLISHED ICON IN THE AUSTRALIAN FASHION LANDSCAPE.
We were tasked to create a new brand identity that would elevate Shona Joy and tell their brand story consistently and distinctively.
We embarked upon a discovery process, interviewing all key stakeholders, including Shona Joy herself, to unearth and define the true heartbeat of the brand.
SHONA JOY HAS A UNIQUE GRASSROOTS SPIRIT.
The brand was born out of a natural passion for design and the beauty of the Australian coastline. We coupled this inspiration with their 1970s inspired design aesthetic to create a refreshed brand positioning, ‘Endless Summer spirit’ and this then informed a new identity and voice.
INTENT: USE SHONA JOY’S ‘ENDLESS SUMMER SPIRIT’ AS A CREATIVE PLATFORM TO ELEVATE THE BRAND. EVERYTHING FROM OUR CAMPAIGN SHOOTS, TONE, MODELS AND BRAND ASSETS SHOULD CEMENT SHONA JOY’S UNIQUE ROLE IN AUSTRALIAN FASHION AN ESSENTIAL PLACE IN YOUR WARDROBE.