jessica simpson

rebranding & packaging

As the Jessica Simpson brand expanded into a full lifestyle, it’s original, minimalist packaging was in much need of a refresh. The goal of the new identity was to embody Jessica’s bohemian approach to design, as well as the attention to detail that goes in every piece. The logo was redrawn and a new typography system was set in place. Heavily textured, uncoated paper watercolor graphic elements, as well as feather charms came together to create the mixed media packaging system.