Do Not Design for Love, Bonito— elevating a brand for the modern day woman with a bold & confident visual language

Love, Bonito

Services

Market sizing & research

Brand position building

Creative Direction

Design Direction

Packaging & Prototyping

User Interface

Creative direction

Yanda

Design & Art direction

Elizabeth Zhang

Illustration

Elizabeth Zhang

Collaterals Photography / Styling

The Gentle Studio

Printing

A&K / KS Packaging

Love, Bonito is the largest vertically integrated, omni-channel women's fashion label in the region.

Renowned for its mastery of the Asian fit, Love, Bonito takes a thoughtful, innovative and data-centric approach in creating the right experiences, products, community and content for Asian women all around the world. Cue, us! We were commissioned to refresh the brand’s corporate stationery in a way that would emanate the confidence and boldness of a modern, womenswear label.

We asked ourselves, how can we engage and make loyal customers out of the next generation of fashion consumers? With the demands of a new decade, Love, Bonito needed to evolve.

Since its birth in 2005, Love, Bonito has expanded its status as a rookie blog shop named Bonito Chico and needed an identity to reflect their growth and confident spirit. Since acquiring 13 million worth of funding, we saw the need to bridge the gap between its identity and its potential to expand to the regional market. Because iconic companies are built on their understanding of their customers and the strength of design, we wanted to merge thoughtful design with strategy to help Love, Bonito continuously stay relevant while standing out amidst large, global competitors like Zara.

Brand Audit. The new identity is a far cry from the usual, arbitrary graphics that trademark its competitors and smaller blogshops. Instead, an iconic, refined approach that reflects Love, Bonito's mission to empower women across the globe. Timed to coincide with the opening of their flagship store in Funan, Singapore, the new brand experience delivers an ambitious push on omni-channel services, combined with a renewed emphasis on brand storytelling.

Although eliminating packaging waste is quite impossible, we hoped to create packaging that would feel special enough for customers to keep. The envelopes are designed with fine lines, a small detail that makes it reminiscent of a clutch.

In creating the packaging for Love, Bonito, we wanted to create an identity that customers would remember and come to associate with the brand. This would position Love, Bonito as a polished, home grown brand. Its Gift Card packaging consists of a set of patterns and visuals synonymous to the bold language that Love, Bonito embodies.

In line with the rest of the brand’s visual language, the photoshoot for Love, Bonito is polished and classy, drawing attention to the brand’s corporate stationery.

We wanted to avoid the abstract graphics that are commonly seen amongst blogshops. Instead, we drew reference from Love Bonito’s store, which features details like terrazzo tiles, staircases and arcs. As a whole, their corporate stationery is iconic yet refined, reflecting their mission to empower women across the globe. Much like its principles— unabashed, uninhibited and undeniably you, we utilised organic forms and geometric shapes to reflect the energy and diversity that Love, Bonito yearns to inspire in women.

Photography by The Gentle Studio

We wanted to avoid the abstract graphics that are commonly seen amongst blogshops. Instead, we drew reference from Love Bonito’s store, which features details like terrazzo tiles, staircases and arcs. As a whole, their corporate stationery is iconic yet refined, reflecting their mission to empower women across the globe.

An all-access community and rewards experience, created to allow shoppers to join a membership programme, accumulate credits from shopping at Love, Bonito and unlock premium tiers for exciting perks.

Looking good is only the baseline. We take it one step further with our bold ideas, and create irresistible brands, each with a distinct personality that captivates and engages with its customers across the customer journey.

Do Not Design

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