Chooch has unveiled a vibrant new visual identity and logo crafted by amStudio, marking a bold departure that showcases the brand’s playful and authentic nature. This rebranding represents a clear evolution in its mission, embracing creativity and individuality while staying true to its roots in sustainability and craftsmanship.
The brand, previously known as Flat Fifteen, initially leaned into a minimalist design, featuring a subtle yellow typeface on a pastel pink background. The updated identity shifts to a more daring and dynamic aesthetic. The new logo features an irregular, cream-colored typeface against a striking red backdrop, creating an immediate and memorable visual impact.
The typography is deliberately uneven, with asymmetrical lines that give it a handcrafted, personal feel. This design choice emphasizes the brand’s commitment to celebrating imperfection as a core aspect of authenticity. In a world where branding often trends toward uniformity, this irregular typeface reflects a sense of freedom and creative expression, setting the company apart.
The bold red background exudes energy and confidence, while the cream-colored text adds warmth and approachability. Together, these elements create a visual identity that is both striking and inviting, perfectly aligning to stand out while staying relatable.
The rebranding goes beyond the logo, incorporating tactile and interactive elements that bring the brand’s story and values to life. Hand-drawn graphics appear across packaging, digital platforms, and social media, reinforcing the artisanal quality of the products. These visuals bridge the gap between the digital and physical worlds, highlighting the human touch that defines the brand.
Stop-motion animations further enhance the identity by showcasing its accessories in motion. These playful and engaging visuals reflect the energetic personality and underscore its dedication to craftsmanship and creativity.
At the heart of the brand’s story is its use of deadstock fabrics, a practice rooted in founder Francesca Kappo’s inspiration from materials supplied by her uncle’s 1990s fashion business. This commitment to repurposing materials underscores sustainability efforts and adds a meaningful narrative layer to the products.
This new identity redefines the voice, emphasizing connection, creativity, and individuality. The intentional imperfections in its design reflect a commitment to authenticity and a desire to resonate with a modern audience seeking transparency and originality. By embracing these values, the company solidifies its position as a brand that confidently moves forward while honoring its heritage.
The transformation showcases how thoughtful design can encapsulate a brand’s mission and values, blending bold aesthetics with heartfelt storytelling. This evolution highlights the beauty in imperfection, making it a name that challenges norms and redefines the fashion accessory industry with creativity and confidence.
