Lucy Folk
While at Holiday I reimagined the brand identity and digital experience for cult jewellery and lifestyle label Lucy Folk - redesigning the logo, signifier, colour palette, packaging, and typography to create a cohesive new visual world online and in-store.
Growing international success called for a complete rethink of Lucy Folk’s branding. To capture the brand’s distinctive world of luscious charm, I approached the project as Lucy herself might - crafting a new logo and brand book with meticulous attention to detail.
The result was a refined visual identity for both Lucy Folk and the Bondi-based PLAYA store, with a full rollout of assets across the customer experience - from the website to packaging tape.
Lucy Folk’s Bondi sub-brand, PLAYA, is a warm, beach-driven extension of the label’s aesthetic. I delivered the logo, signage, and full packaging suite for this Mediterranean-inspired retail space
With e-commerce best practices in mind, a digital experience was created that reflected the brand's distinct vibe: elevated yet playful. The site gave the brand flexibility to curate seasonal product shifts as well as editorialise the Lucy Folk world.
