Juicy Couture - Case Study
Juicy Couture, founded in 1997 by Pamela Skaist-Levy and Gela Nash-Taylor, built its reputation on iconic velour tracksuits that defined early 2000s pop culture. The brand has always balanced glamour and comfort, offering luxury at an accessible price point. At its core, Juicy Couture celebrates individuality, playfulness, and a sense of celebrity-inspired style.
However, while the brand’s DNA is rooted in boldness and excess, its identity needed to evolve to resonate with a new generation of consumers who crave both nostalgia and futuristic edge.
This project explored how to reimagine Juicy Couture through a contemporary lens. The early 2000s are experiencing a major cultural resurgence, particularly among Gen Z and younger Millennials.
Chrome textures, Y2K aesthetics, and cybersigilism — a design language that fuses digital symbolism with mysticism — are all reappearing in fashion and digital culture. By combining Juicy’s heritage with these modern trends, I aimed to create a rebrand that honors its history while pushing the brand into the future.
The process began with defining Juicy’s brand character and voice. The Lover archetype shaped the foundation, emphasizing passion, glamour, and sensuality. Juicy Couture’s tone is unapologetic and bold, encouraging customers to feel like the star of their own story.
The challenge was steering away from minimalism or understatement — Juicy’s identity thrives on being daring, glamorous, and a little rebellious.
Design exploration centered on refreshing the Juicy logo and building a supporting system of typography, color, and iconography. The updated logo uses a stylized script font with a metallic finish, striking a balance between classic legibility and modern attitude. Inspired by cybersigilism, I introduced subtle embellishments and chrome detailing that give the wordmark a futuristic energy without losing Juicy’s recognizable personality. This logo serves as the anchor for the brand, used in chrome, Juicy pink, white, and black across applications.
The supporting palette pairs Juicy’s signature dusty pink with white, black, and chrome accents, creating a glamorous yet edgy look. Typography choices layer sophistication with boldness: IvyOra Medium as a refined serif for body copy, LT Afficher Neue Semi Bold for subheads, and Minion Variable Concept in all caps for headers. This system ensures flexibility across digital, print, and event collateral while maintaining consistency with Juicy’s luxurious but playful image.
To deepen the rebrand, I developed a set of cybersigil-inspired icons that merge futuristic digital patterns with Juicy’s heritage. These motifs appear as graphic overlays in photography, wrap around models like digital auras, and integrate into apparel designs.
On the tracksuit, for example, they adorn the back and sleeves, transforming the garment into a statement piece that embodies both nostalgia and futurism. Accessories such as necklaces extend the system, with darker materials like matte black and silver chrome making Juicy’s glamour feel fresh and rebellious.
Photography played a central role in visualizing this new brand expression. I leaned into darker, moodier imagery with high contrast, dramatic lighting, and bursts of pink and silver. This creates a surreal, tech-forward environment that stays true to Juicy’s glamorous roots while appealing to the aesthetics of a younger, digitally savvy audience.
The imagery was designed to feel rebellious and otherworldly while still aspirational, reminding viewers that Juicy Couture is about living boldly and unapologetically.
To showcase the full vision, I designed a hypothetical brand experience — the Juicy x Cybersigil Pop-Up. This immersive fashion show concept blends Juicy’s history with its reimagined identity through a moody, chrome-detailed event. Influencers and fashion-forward celebrities would model reimagined tracksuits and accessories, while posters, grab bags, and exclusive VIP passes extend the brand’s touchpoints.
These event deliverables — including collectible necklaces, stickers, and lanyards — serve as keepsakes while reinforcing the bold, futuristic energy of the rebrand.
This project taught me how to reinterpret a legacy brand for a new cultural moment.
By combining nostalgia with futurism, I created a system that feels both glamorous and edgy, familiar and fresh. The Juicy Couture rebrand balances accessibility with exclusivity, and its bold visual language ensures that the brand continues to empower its audience to feel iconic every day.
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